With more than 40 billion cups sold since 1971, Cup Noodles is instantly recognized and enthusiastically consumed around the world. Yet the brand hasn’t produced an ad campaign in the U.S. in more than two decades. This month, High Wide & Handsome helped the global leader in instant noodles make its return to the advertising arena in appropriately attention-getting fashion. Partnering with quirky French directing duo Dent De Cuir and production company Caviar, we created an energetic, visually mesmerizing campaign designed to turn “I’m just warmin’ up!” into a rallying cry for a new generation of Cup Noodles fans.
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