Dobbies
Spring's OUR Thing
Kingsmill Soft White
CHALLENGE
Kingsmill Soft White needed a compelling, disruptive TV campaign to persuade Northern Irish consumers to convert to Soft White.
CREATE
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.
What our client's say
"It is always a tricky balance to inject humour and characters into a piece of creative and still get our message across. Lobster manages this balance in spades. We tested the advert before air and were delighted with the results. Lobster delivered the project to the brief and navigated us through some unfamiliar territory to leave us with a great, effective advert that we are all proud of"