The Meat & Livestock Commission celebrates red meat with a new
commercial which goes on air nationally next week.
As the latest in BMP DDB’s ’recipe for love’ series, the 50-second spot,
’roast’, aims to show what a pivotal role the Sunday lunch can play in
bringing people together.
Accompanied by the song, Get Here, by Oleta Adams, ’roast’ opens with a
tablecloth being thrown over a farmhouse table, while outside we see a
shot of the broad horizon of the flat Norfolk landscape.
Meanwhile, a father starts a long trek with his dogs through thickets
and ditches. Two young sons catching eels look at their watches and set
off quickly for the same venue as their father.
In the next scene, a daughter disembarks at a tiny ferry station
carrying a suitcase and a bunch of flowers. A granny wobbles
precariously down a hill on her old bicycle. Finally, they all arrive at
the family home, just as the mother carries a steaming dish aloft on the
way to the table.
The family sits in hungry anticipation but their expressions change to
disbelief and their faces drop. A quiche has been put down on the
We see five pairs of legs leaving the front door as the endline appears:
’A British Sunday without roast beef? You must be joking!’ The
commercial closes with a shot of a succulent rib of beef with the
voiceover concluding: ’That’s better.’
The ad was written and art directed by John Webster and directed by
Peter Webb through Park Village. Media buying is through BMP OMD.