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11 September 2019

Dada Mia.

by Jason Stone

Iceland: “Gino” - 40s

TV chef Gino d'Acampo appears with his young daughter Mia in this commercial for Iceland advertising a new range of Italian food created by its star.

There's nothing groundbreaking or revolutionary in the approach and the way that d'Acampo delivers some of the lines suggests that he is better at improvising than he is at reading a script… but it successfully conveys the idea that there's authenticity in the range of food he's developed. And it appears to be as genuine as something like this can be... at his insistence, it's all being made in Italy – according to the PR.

This looks like a winner for Iceland as Gino d'Acampo has exactly the right profile for this brand and this is going to shift a lot more stuff off the shelves than their questionable palm oil initiative.

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.