Mr Kipling "Little thief" by McCann London

Mr Kipling's first TV ad for two years is the story of a cheeky scoundrel who'll do anything to get his mitts on an Angel Slice - but there's a twist in the tale.

Runnings for six weeks, it's part of a wider campaign to launch the new Mr Kipling brand platform, which champions the little things in life, and the power of an "Exceedingly good cake".

Credits

Marketing director
Marketing controller
Agency
Head of integrated production
Executive producer
Senior producer
Executive creative director
Creative directors
Senior creatives
Business director
Account director
Account manager
Planning partner
Planner
Project director
Project manager
Production company
Director
Producer
Offline edit
Post-production
Colour