By Eliza Williams

Sweet brands Maynards and Bassetts merged earlier this year to form a ‘confectionery masterbrand’. This new set of ads sets a tone of out-and-out joy for the new brand, as wine gums become a drum kits, allsorts dance, and jelly babies get, well, unexpectedly raunchy.

There are 12 ads in total – a selection is shown below – and all were created by Wieden + Kennedy London. Each is directed by a different animator or illustrator, while production for the entire project was done by Blinkink.

Have a sweet weekend everyone!

Read more here:: A sweet campaign for Maynards Bassetts from W+K London and Blinkink