Kingsmill is backing the launch of its latest bread Crusts Away! with a £3m ad campaign through M&C Saatchi. The bread is aimed at kids and, as the name suggests, already has the crusts taken off. The 30-second "crusts away" spot comprises a series of vignettes showing inventive ways in which kids dispose of the hated crusts. The execution begins with a crust tied to a model train set track as the train comes hurtling towards it. The next shot shows a girl on a pogo stick jumping up and down on some crusts. Other demolition techniques include firing them up into the sky on a bottle rocket, dragging them behind a radio-controlled car and hitting them with a golf club.