Watch the full ad here:

Matt's thoughts:

A classic Heinz Beanz ad from the 60s. Little Johnny, a small boy with big dreams, is just about to embark on a make-believe trip round the world when he learns this would involve missing his beans on toast for tea (and, worse, having them nicked by his sister). A quick change of plans ensues. “Think I will go round the world tomorrow”, he says. The end-line: Beanz Meanz Heinz.

One of the remarkable things about this remarkable brand is the power of its consistency. I work on Heinz now, and the Beanz Meanz Heinz line is still alive and well.

Over the years, some of the language around the line, and some of the executional elements, have of course evolved: when I was growing up I vividly remember an advert with Ian Botham telling us that that “millions of little Britons have grown up great knowing Beanz Meanz Heinz”.

However, the over-riding impression is of sameness. The line that stamps its authority on the category with disarming charm. Its positioning as an indispensable part of our lives, and our shared history, that we simply couldn’t do without. Its promise of comfort and belonging. When you show people old Heinz ads from their childhoods, it is like you are unlocking something akin to a treasured memory in their minds.

The latest Heinz advert – still Beanz Meanz Heinz - shows a man traveling abroad, but distraught because the Beanz he carefully packed in his suitcase were lost in the airport. It could almost be like we’re seeing Little Johnny as a grown man …