NEWS: JWT unveils Entenmann’s film

J. Walter Thompson has released its first work for Entenmann’s cakes with a moody black-and-white film based on the story of the cult 30s gangsters, Bonnie and Clyde.

J. Walter Thompson has released its first work for Entenmann’s cakes

with a moody black-and-white film based on the story of the cult 30s

gangsters, Bonnie and Clyde.



The pounds 2 million campaign, which breaks on national television on 1

May, aims to position Entenmann’s, which was first established in the US

in 1898, as the ‘most delicious, authentic American cake brand’. The

campaign seeks to illustrate the brand’s heritage with period vignettes

depicting slices of life from 30s depression-hit America.



The ad tells the story of a Bonnie and Clyde raid in the words of an old

woman reminiscing about her childhood. She recalls the day when the cult

gangsters hit her town pulling off a stupendous bank hold-up. She

explains how the whole town talked about nothing else but the robbery

for weeks. She, however, saw nothing - despite being just across the

road from the bank at the time - because she was so busy staring at the

Entenmann’s cakes in the baker’s window.



‘Everyone asked me how handsome Clyde was and whether Bonnie was really

as pretty as they said. But I only had eyes for those cakes,’ she says.

The voiceover proclaims: ‘Entenmann’s cakes. A slice of America.’



The ad was written by John Donnelly and art directed by Ken Grimshaw. It

was shot in Texas by Vaughan and Anthea through Federation.



Jaspar Shelbourne, JWT’s executive creative director, said: ‘Ken and

John, together with Vaughan and Anthea, have produced a launch film

that, in my view, breaks the mould in this category.’



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