Kingsmill: Wake up to wholegrain

Thursday, 05 March 2009
Family bread brand Kingsmill is back on TV, with a new advert to shine the spotlight on its Kingsmill Tasty Wholemeal sub-brand, in support of its ongoing £4m ‘Wake up to Wholegrain' Breakfast campaign.

The ‘tongue-in-cheek' TV creative, set to the sound of ‘House of Fun' by Madness, focuses on the unmistakeable smell of toast as a means to wake you up, as well as the difficulties Mums face in getting teenagers out of bed in the mornings.

The advert opens to a shot of a teenager, who is fast asleep. His room is alive with the most bizarre array of weird
and wonderful alarm clocks flying, running and dancing around.

As the alarms settle, the teenager is still fast asleep. The advert then cuts to Mum in her kitchen ready to prepare Kingsmill Tasty Wholemeal toast for her family's breakfast.

As we observe Mum's kitchen preparations in the company of her younger son and daughter, we hear the sound of several alarm clocks - including the sounds of a foghorn - and witness Mum's knowing smile.

Mum loads the toaster with slices of Kingsmill Tasty Wholemeal bread. As soon as the teenager smells the bread toasting, he begins to stir and the voiceover states, "With its subtle malty taste Kingsmill Tasty Wholemeal is the perfect way to get you going".

Source: Kingsmill
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