Description
Kingsmill Soft White needed a compelling, disruptive TV campaign to persuade Northern Irish consumers to convert to Soft White.
We identified softness as a key metric when considering buying white bread….and Kingsmill really do have the softest. So we thought we’d explore some of the secrets behind the super soft bread while debunking any tongue-in-cheek mythical notions.
Directed by Alex Cooper, the 20-second TV ad combines a touch of whimsical humour with Kingsmill’s uncompromising quality, reinforcing the brand’s signature softness – no dough-based PHDs or enchanted squeezers required. Unicorn fist bumps all round.
This professional campaign titled 'It's Not Magic, It's Kingsmill' was published in United Kingdom in November, 2024. It was created for the brand: Kingsmill Soft White, by ad agency: Lobster Creative. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 6 months ago.
Credits
Creative: Lobster Creative, London, UK
Production Company: Lobster Creative, London, UK
Director: Alex Cooper
Head of Production: Sarah Baulcomb
Executive Producer: Simon McDowell
Producer: Samantha Callighen
DOP: David Wright
1st AC: Adam Dorney
2nd AC: Daniel Williams
Gaffer: Phil Penfold
Spark: Lee Wilson
Spark: Saul Harris
Grip: Roman O’Toole Howes
Data Wrangler: Jonathan Boyd
1st AD: Joe Mulvihill
Runner: Brogan Cowie Ferron
Art Director: Finain OSullivan
Props Assistant: Nathan Whitfield
Food Stylist: Tanya Sadourian
Wardrobe Stylist: Lucy Williams
Wardrobe Assistant: Esther McRae
HMU Artist: Kate O’Shea
Talent - Hero: Charlotte Wymann
Talent - Unicorn: Luca Mosardini
Voiceover: Aidan O’Neill
Post Offline & Online Edit: Meg Thorn, Magic Edit, London, UK
VFX: Ben Walker, Roko Studio, London, UK
Colour Grade: Rich Fearon, Black Kite, UK
Audio Production: William Aikman, Glasgow, UK
