Late Lunch Comedy Duo Make a Family Meal of Kingsmill

Article excerpt

Mel and Sue give a modern flavour to Kingsmill's new loaf by apeing traditional ads, writes Emma Reynolds

Kingsmill offers a humorous slice of family life in its latest ad, which has entered Ad watch at number six with 65% recall. Created by Publicis, the ad promotes the launch of Kingsmill's new 'Tasty Crust' brand.

The 30-second execution features Mel Giedroyc and Sue Perkins, the female comedy duo from Channel 4's Late Lunch programme. In a parody of traditional family-oriented advertising, Sue poses as a busy housewife and mother.

Seen with two children loading bags of shopping in a car, Sue says her friends always ask her how she finds the time to bake her own bread. At home, she pretends to take a loaf from the oven, then proudly explains that her bread-baking makes her popular with her family.

Exasperated with this farce, Mel exposes Sue as a fake, snatching the wig from her head and revealing that the bread is in fact Kingsmill's Tasty Crust loaf. …