When the Media Format Becomes the Joke
Maynards Bassetts is bringing a new chapter of “Set the Juice Loose” into shopping-centre lifts across the UK.
Created by VCCP, the campaign once again places Wine Gums and Jelly Babies in deliberately dangerous situations.
This time, the movement of the lift doors becomes part of the creative execution.
Turning Closing Doors Into Tension
The right-hand door features a defenseless Wine Gum or Jelly Baby.
The left-hand door shows a wall of metal spikes.
As the doors close, shoppers are left watching the sweet move closer to danger.
That simple mechanical action creates a short moment of suspense: will the sweet survive, or will the juice finally be set loose?
Why the Execution Works
The idea is effective because it uses the environment rather than simply placing an ad inside it.
The lift doors already move, so the campaign turns that natural behavior into the punchline.
The result feels more interactive and memorable than a static poster because the media itself delivers the tension.
Live Across UK Shopping Centres
The bespoke lift executions are running in shopping centres across the UK, including Brent Cross, Liverpool, Newcastle, Manchester and Watford.
The campaign is supported by nationwide OOH using the established “Corkscrew,” “Juicer” and “Blender” creative executions.
Those posters continue the same visual idea by placing kitchen utensils dangerously close to Jelly Babies and Wine Gums.
Building a Recognizable Creative Platform
“Set the Juice Loose” has become a long-running platform for Maynards Bassetts.
Instead of changing the core idea each time, the brand keeps finding new ways to place its sweets in precarious situations.
That consistency helps build recognition while still leaving room for new media ideas.
A Multichannel Summer Push
The campaign will run across OOH and social throughout the UK from August 21 through the end of September.
Media planning and buying was handled by Publicis Media UK.
What Brands Can Learn
- OOH becomes stronger when the environment participates in the idea.
- Movement can create suspense without complex technology.
- Long-running platforms benefit from fresh media executions.
- Simple visual tension can make functional spaces feel entertaining.
- Consistent creative devices build recognition over time.
Final Reflection: Use the Space, Not Just the Surface
The smartest part of this campaign is not the spikes or the sweets.
It is the decision to make the lift doors themselves part of the story.
By using a familiar movement to create tension, Maynards Bassetts turns an ordinary elevator ride into a tiny piece of branded entertainment.
Summary
Created by VCCP, the campaign transforms lift doors into part of the creative idea. As one door shows a sweet and the other a wall of spikes, the closing motion creates suspense and turns an everyday shopping-centre moment into playful experiential OOH.
FAQs
What is the new Maynards Bassetts campaign?
It is a new chapter of “Set the Juice Loose” using bespoke shopping-centre lift executions to create playful moments of tension.
How do the lift ads work?
One door shows a Wine Gum or Jelly Baby while the other shows metal spikes, so the closing doors make it look like the sweet is moving toward danger.
Who created the campaign?
The campaign was created by VCCP for Maynards Bassetts.
Where is the campaign running?
The lift executions are live in UK shopping centres including Brent Cross, Liverpool, Newcastle, Manchester and Watford, supported by nationwide OOH and social.
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