Hasta La Ideas

“It has paused a million video games”: JWT pays tribute to the power of pudding for Ambrosia custard

There are a lot of these ‘putting food at the centre of modern family life’ commercials around at the moment (almost as many as the “let’s follow the same couple through every stage of their life’ trope). Whether for burgers, soup or ketchup the format is similar: stitch together a series of warm and witty vignettes with the product bringing together the disparate members of various ‘family’ groupings, from student flat-sharers to parents with young kids to OAPs.’This is a product for everyone’ they say ‘no matter how young or old’.

JWT’s This Is Puding spot is a cut above, though, thanks to well-judged direction, great, slightly off-beat casting and a script that is sweet without being too sickly – just like a good dessert should be.

Agency: JWT London
Client: Ambrosia Custard
Creatives: James Humphreys, Craig Hunt
Director: Joanna Bailey
Production Company: Bare Films
Sound: Jungle

CR in print
The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube’s design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston’s eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum’s new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground’s communications and advertising, past and present. Plus, we talk to London Transport Museum’s head of trading about TfL’s approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.

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