The Pot Noodle Horn

A Case Study in Not-So-Car Crash Marketing

In the world of advertising, there are those rare moments when a brand takes a wild, unpredictable swing, and somehow—against all odds—hits the mark.

In my humble opinion, the 2005 Pot Noodle “Horn” advert is one such peculiar gem. Sure, it’s crude, absurd, and “offensive” if you ask certain people. But for the majority of viewers, it’s hilarious. If you’re someone who relishes juvenile humour, it hits harder than a poorly-timed horn blow to the face.

The ad, which aired on UK television, became one of the most complained-about commercials, accumulating a hefty pile of grievances over its “tasteless” and “suggestive” nature. But, let’s be honest, isn’t this exactly what Pot Noodle was aiming for? It’s junk food with a cheeky personality, not a Michelin-starred dish, so it doesn’t need to act like one.

Note:

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The Scene: More Than Just a Stiff Upper Lip

For those unfamiliar with the ad, let me paint the picture.

A man named Tom walks into a bar after what looks like a long day at work. His briefcase swings, his expression is neutral—but wait, what’s that? Something down below seems… off. The viewer is immediately led to believe that Tom’s got an erection. One of the women at the bar notices this too.

“Tom, what is that?” she asks, in what can only be described as a classic ’90s rom-com setup.

Naturally, Tom tries to cover it up with his briefcase, fumbling with the absurdity of the situation. “Nothing,” he replies with the panic of a man who’s suddenly become all too aware of his body’s betrayal. But then, the commercial throws us a curveball: it’s not an erection. It’s a horn—a literal brass horn tucked in Tom’s trousers.

“I’ve got the Pot Noodle Horn, okay?” Tom admits with all the gravitas of a Shakespearean confession. “It’s big, it’s brassy, and I’m going to blow it.”

Cue the fanfare as Tom struts out, knocking over the DJ equipment on his way to enjoy a Pot Noodle, because, apparently, hunger manifests itself in the form of an out-of-control brass instrument.

Complaints Galore: A Symptom of “Horniness”?

Unsurprisingly, the UK’s advertising watchdog, the Advertising Standards Authority (ASA), was soon inundated with complaints. People found the ad offensive, not necessarily because of its innuendo (though there’s plenty of that), but because of its bold suggestion that hunger makes you “horny.” And not just any kind of horny, the brassy, show-stopping kind.

Critics were quick to pile on. “Crude,” “generally tasteless,” and “offensive” were common descriptors tossed around like confetti at a Pot Noodle party. And sure, it’s not the most subtle bit of advertising out there. It doesn’t have the finesse of a Dove commercial or the social commentary of a Nike ad. But here’s the thing: it’s not supposed to.

Pot Noodle isn’t a brand built on sophistication. It’s marketed as a quick, cheeky solution to your hunger pangs, the culinary equivalent of a bad pun. One could argue that the very essence of Pot Noodle is about embracing the ridiculous.

Not a Marketing Crash, but a Success Story?

Despite the complaints, or maybe because of them, the Pot Noodle Horn advert succeeded exactly where it needed to. It made everyone talk. Even those who hated it couldn’t help but keep it top of mind. And isn’t that the goal of any advertisement, whether or not it’s universally loved?

The template used in this ad follows a formula often found in food commercials—take Snickers, for example. Someone’s acting irrationally, erratically, or in some other socially unacceptable way due to hunger. Then, they eat the product and immediately return to a normal state of being. The Pot Noodle Horn takes this formula and cranks it up to eleven, showing that hunger can make you behave so wildly that you’re strutting around with a brass horn down your pants.

While Snickers stays a little bit safer, although still slightly provocative with their “You’re not you when you’re hungry” campaign, Pot Noodle gleefully leans into the absurd. It’s the kind of advertising that knows its audience and isn’t afraid to alienate others. After all, the older demographics probably aren’t exactly Pot Noodle’s core market, so why should they care if those viewers find the advert offensive?

Not Everyone Hates It

The most surprising part?

A lot of people actually find it funny, myself included.

And that’s the genius behind the ad. It’s divisive, yes, but in a way that bonds its target audience. In fact, some of the complaints probably came from people who felt they were supposed to be offended, rather than because they genuinely were. It’s a classic case of being “outraged on principle,” when really, it’s just a bit of harmless fun. The ad lives in that space where humor meets discomfort—right at the intersection of I can’t believe they went there and I kind of love that they did.

It’s the kind of joke you might chuckle at with your friends, but deny laughing at in polite company. In fact, in the privacy of your own home, you might even pull up the ad on YouTube, watch it again, and giggle like a teenager—because, deep down, the ridiculousness of it all is just too good to resist.

Final Thoughts: The Brassy Blow That Keeps on Giving

The Pot Noodle Horn may have sparked controversy, but it was far from a marketing disaster. On the contrary, it was a masterstroke of targeted, engaging advertising. Pot Noodle embraced the very traits that make it the go-to snack for the perpetually hungry and slightly irresponsible: irreverence, humour, and a dash of shock value.

So, if you’re ever at a bar and someone asks, “Do you have the Pot Noodle Horn?” just smile, pick up your noodle-filled cup, and say, “We all get the Pot Noodle Horn sometimes.” Then walk away, fanfare in the background, because that’s just how a hungry hero rolls.

Cue “Wake Up” by Rage Against The Machine.

I’m out.