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Ad of the Day: British Supermarket Ad With a Young Gardener Couldn't Be More Charming


A British supermarket has turned to a superhuman director to radically shift gears in its advertising.

Waitrose's new campaign from BBH London is its first to focus on the grocery chain's culture and values as an employee-owned business. Looking for an emotional, cinematic approach, BBH brought in Tom Tagholm, the Park Pictures director whose triumphant "Meet the Superhumans" ad for the 2012 Paralympic Games won the Film Craft Grand Prix at Cannes last year.

The new film, very nicely shot, tells a small, poignant story that brings to life a simple truth—that your commitment to something is usually related to how much of a stake you have in it.

Just, you know, keep shopping at Waitrose. Don't start growing your own food for real.

You may recognize the music, too. That's The Cinematic Orchestra's 2007 song "To Build a Home," previously used most notably in Guinness's famous basketball commercial.

"This is the start of a wonderful new campaign; populist, emotive and uniquely Waitrose," says Sian Cook, strategic business lead at BBH. "We're very proud of it."

Client: Waitrose
Marketing Director: Rupert Thomas
Head of Marketing Communications: Rupert Ellwood
Manager, Advertising: Joanne Massey
Marketing Manager, Advertising: Libby Langridge
Agency: BBH London
Creative Team: Martha Riley, Richard Glendenning
Creative Director: Ken Hoggins
Strategic Business Lead: Sian Cook
Team Director: Victoria Berthinussen
Team Manager: Emma Donne
Strategy Director: Tom Roach
Head of Production: Davud Karbassioun
Assistant Producer: Jemima Bowers
Production Company: Park Pictures
Director: Tom Tagholm
Executive Producer: Stephen Brierley
Producer: Fran Thompson
Director of Photography: Steve Annis
Postproduction: MPC
Editor, Editing House: Tim Hardy, Stitch
Sound: Factory Studios

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