McCoy's moves away from "bloke" advertising in 'Go Bold' campaign

If you’re a bloke and you get the urge to sing along to a power ballad in public, just go with it suggests McCoy’s new campaign which urges men to break the traditional ‘man rules’ and unleash their true selves.

McCoy’s ‘Go Bold’ campaign, created by BMB, presents a repositioning of McCoy’s and a move away from its previous ‘Man Crisps’ messaging, which extolled traditional notions of masculine behaviour. “McCoy’s appreciates that the model for real men has changed and the brand is changing with it”, confirmed a spokesperson.

The new campaign features an online ad showing a plumber in his car on his daily rounds singing his heart out to Ella Henderson’s ballad ‘Ghost’ on the radio. When he stops at a petrol station and gets a packet of McCoy’s, the impulse to sing and dance to the ballad takes over and he puts on the performance of a lifetime – much to the bewilderment of the staff and other customers in the shop.

Matt Waller, BMB’s Executive Creative Director, said: “Men have been enjoying ‘car-aoke’ since forever. Now with a little nudge from McCoy’s, they’re going to go large.”