Last year Khanna\Reidinga, in collaboration with director André Maat (, launched an ad for the fictitious product Boss Noodles. With this ad the agency very successfully picked up an existing internet meme, receiving over 2 million views. Naturally this tasted like more. So K\R created a new product; Energy Noodles, inspired by the professional cycling industry and their performance enhancing drugs. There’s also a website, purposely built in Flash, cause “that’s exactly what a brand like Energy Noodles would have done.” K\R is already planning to create a third film to continue the noodle sage. To be continued.