MEDIA CHOICE: Matthew Cowen picks the Dolmio ads running alongside escalators in key London Underground stations

’When it comes to cooking, I’ve made a point of never believing the instructions on ready meals which say how long it should take to prepare. It may take just five minutes to simmer the stuff but what about opening packets, mixing things, wrestling the tops off jars and bringing saucepans of water to the boil?

’When it comes to cooking, I’ve made a point of never believing the

instructions on ready meals which say how long it should take to

prepare. It may take just five minutes to simmer the stuff but what

about opening packets, mixing things, wrestling the tops off jars and

bringing saucepans of water to the boil?



’It takes something special to cut through my cynicism about speedy

cooking.



The Dolmio posters argue that it needn’t take longer to whip up a decent

pasta sauce than to crawl out of the depths of the tube. I agree, and

I’m reassured that one sauce-maker is thinking along the same lines. Now

I think about it, I might even try to whip something up to impress

someone when I get home. Bad news for Mister Milano Pizza but a minor

miracle by this campaign.’





Client: Dolmio



Medium: Advertising alongside escalators in key London Underground

stations



Media planning: Steve Fuller and Jane Carroll, MediaVest



Media buying: Alan Valler, Concord



Creative: D’Arcy



Brief: Use the medium to illustrate the convenience of Dolmio sauces.