Kettle Chips is keeping it real with its biggest-ever ad campaign.

The new ad celebrates ‘real’, tangible pleasures. It’s a hipster’s dream, featuring physical books, vinyl and instant cameras. A wagging tail and a smiling baby take us into Julie Andrews territory, before we’re treated to the (rare in advertising) sight of some full-on snogging, to illustrate ‘real kisses’.

And you know what else is real? Kettle Chips ingredients. And the brand’s crumbly cheese, shiny chillis and bronzed bacon rashers look properly yummy (slightly overshadowing the look of the actual crisps, admittedly).

Walkers tried a similar approach with its ‘home grown’ push of 2013, but this is sharper, simpler, and works better on a more premium brand.

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