Bartle Bogle Hegarty has created an unusual Tomorrow’s World-style
film for Electrolux which shows the process of a cake baking.
The 30-second TV spot was created by the agency with the help of Oxford
Scientific Films. A cake was filmed from the inside as it cooked and the
footage shows the mixture solidifying and hardening before emerging from
the cooker as a cake.
A protected lens was inserted into the cake mixture to show the baking
process at 180¡C. Large-scale models were then used to recreate some of
the dramatic processes caught on film, including molecules bursting and
the dough stretching.
The TV campaign, which breaks in the first week of October, will be
supported by four press ads that illustrate the processes of freezing
and cooking as well as baking. One execution features an enlarged shot
of a lettuce leaf with breathing ’pores’ to show that wrapping
vegetables can suffocate them.
The campaign aims to demonstrate Electrolux’s understanding of the
transformation of ingredients into food and the importance of
preparation and cooking.
The press campaign, which was photographed by Laurence Haskill, will run
in home, lifestyle and women’s magazines. Both the TV and print
campaigns were written by Dennis Lewis and art directed by Martin
Galton. The film was directed by Peter Darrell through Oxford Scientific
and the press campaign’s typography was by Andy Bird. Media for TV will
be bought by Motive while Zebra will handle press.