Very Important Biscuits.
Very hard to describe.

McVitie’s V.I.Bs.

Announcing the introduction of a luxury 3 layer masterpiece of silky milk chocolate, smooth flavoured caramel and crumbly biscuit. A self-indulgent sensorial biscuit sensation: The V.I.B.

The work satirises the long-held tradition of chocolate campaigns adopting silky-smooth voiceovers and up-close product shots, by contrasting this clichéd marketing overture with the rather less contrived verdict from everyday consumers that the new biscuits are, well, “Properly banging!”.

Making light of the fact that consumers absolutely loved the biscuits, but were rather lost for words to describe them other than simply "lush", the campaign launches the strapline: “Very Important Biscuits. Very Hard to Describe”.