Category: Food
Media: Film
Brand: Cup Noodle
Agency: High Wide & Handsome
Geo: United States
Advertising Agency: High Wide & Handsome, Culver City, USA
Founder / Chief Creative Officer: Mike Wolfsohn
Founder / Director of Client Services: Magnus Morgan
Creative Director: Damian Fraticelli
Creative Director: Jarrett Farls
Agency Producer: Diego Espana
Production Company: Caviar
Director: Dent De Cuir
Executive Producers: Jasper Thomlinson, Michael Sagol
Head of Production: Kelly Bowen
Producer: Luke Thomlinson-Clark
Published: November 2016
Description: With more than 40 billion cups sold since 1971, Cup Noodles is instantly recognized and enthusiastically consumed around the world. Yet the brand hasn’t produced an ad campaign in the U.S. in more than two decades. This month, High Wide & Handsome helped the global leader in instant noodles make its return to the advertising arena in appropriately attention-getting fashion. Partnering with quirky French directing duo Dent De Cuir and production company Caviar, we created an energetic, visually mesmerizing campaign designed to turn “I’m just warmin’ up!” into a rallying cry for a new generation of Cup Noodles fans.