DAVID reviews

19 September 2017

New York Bagels: Top of the food chain.

by Andrew MacGregor


New York Bagels: “Edna” - 60s

The Mayor of New York City may be surprised to learn he doesnít run the Big Apple - an eighty-something baker called Edna does. Thatís the conceit behind this entertaining New York Bakery ad.

The casting is spot-on. From the moment Edna opens her bagel shop, she keeps the city moving. Her blunt approach ensures the queue moves at a brisk pace, while god help anyone who leaves the front door open.

Itís a promising start for the no-nonsense mouthpiece. Even if we canít sample the Edna treatment for ourselves, the brand have UK bagel fans covered.


Creative Agency: Now
ECD: Remco Graham
Creative Director: Harv Bains
Creative: Tom Devenport / Aubrey O'Connell
Account Director: Jack Howker
Account Manager: Katy Stanage
Account Executive: Sarah Maclean
Planner: Amelia Wood
Head of Film: Jeremy Muthana
Film Production: Pulse Films
Director: thirtytwo Ⓦ
Producer: Shirley O'Connor
Cinematography: Charlotte Bruus Christensen
Production Design: Tim Gibson
Costume Design: Susie Coulthard
Editor: Billy Mead @ tenthree Ⓦ
VFX: Time Based Arts Ⓦ
Colourist: Simone Grattarola
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