It's bizarre. I'm all for rebranding and trying out a new approach for something, but personifying biscuits that are automatically associated with licking and sucking (easy, now) as a tacky girlband just feels incredibly inappropriate.
The whole Alice In Wonderland schtick falls flat and anyway it's been done to death at this stage. Even Harvey Norman ads at the beginning of the month were beating us over the head with Mad March Hare rubbish, and back in 2004 Gwen Stefani did it infinitely better in her What You Waiting For? music video. Their costumes, which are meant to represent their respective biscuits have the look of a lame Katy Perry rip-off, and just wait till you hear about their oh-so-diverse personalites. Apparently "Kim" is spicy and fun, "Mika" is naughty and mischievous and "Coco" is ditzy and fluffy. Reader, I'll rely on you to roll your eyes here for me, because if I roll mine any more they're going to clean fall out of my head at this rate.
Kim, Mika and Coco even have a Facebook page where they inform us that they live together, which is all a bit Biscuit Girls of the Playboy Mansion, or y'know, a brothel run by Mr. Kipling. All their flirty winking and finger licking comes off as rather cheap and desperate, and I know ads are always using sex and tits to flog stuff, but some just pull it off (har har) better than others, like this Virgin Airlines ad.
Blow-job faces a go-go. Or as the Bear more succinctly put it when I showed him these photos, "insert cock here".
I honestly don't know what Jacob's were thinking. I know it's all meant to be a bit of light-hearted fun, but I find it jarring and unsuitable for what's been a family-favourite style product for as long as I can remember. There's also an excruciating two and a half minute music video that's an extended version of the ad, containing such lyrical dynamite as "I'm hip, I'm hot, I'm everything you're not" and "I'm a naughty girl and it's making me hot". You can watch it here, but you probably shouldn't, unless you're the type of person who gets a kick out of burning themselves with candle wax or poking their bruises. You have been warned.