Levi Roots Gets Animated About Reggae Reggae Sauce

Aardman Animations is famous for producing hit claymation films such as Chicken Run and the Wallace And Gromit series. Now they've turned their hands to singing sausages and dancing dalmations for the latest Reggae Reggae Sauce ad.

The ad features Levi Roots, the musician-turned-entrepreneur who launched the sauce after winning funding on TV show Dragon's Den.

Roots, in clay form, appears in a back garden in Brixton. With a dollop of Reggae Reggae and his trademark song It's So Nice, I Had To Name It Twice, he brings the party to life. The food jumps up and sings along, the neighbour's dog starts dancing and the garden sprouts palm trees.

Roots' larger-than-life personality comes across in the ad and his passion for the sauce is contagious. Aardman's distinctive animation style allows the ad to bring the barbecueing food to life to match the tagline, 'Put some music in your food'. 

Launched yesterday by JWT London, the ad has already attracted over 3,000 views. The collaboration of Aardman and Levi Roots has earned attention from newspapers and websites, which will fuel interest in the ad. Destined to run on TV and in cinemas, the claymation imagery will also be used in supermarkets and online.

It's impossible to watch this ad without singing along. So spice up your day, and give this a watch.