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.’