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10 January 2022

Family Recipes

by Syd Briscoe

Patak's Sauces: “Patak's Makes Perfect” - 30s

Generations come together through taste in this spirited commercial for Patak's Sauces. From 1925 to 2022, the film follows different members of the Pathak family as they work on their spices and seasonings in order to try and create the perfect curry.

There's a lovely warmth to the action here, as perfection is sought but connections are made along the way. A scene between father and son, in particular, feels like a passing of the torch from one generation to the next.

Director Fred Scott has done a great job of keeping the action balanced, emphasising incidental details and the march of time rather than getting bogged down in emotional schmaltz. This is an effective way to tap into the brand's history while still looking towards the future, and should appeal to customers looking to excite their tastebuds during a dreary January.

Creative Agency: BMB Ⓟ Ⓦ
CCO: Matt Lever
Creative Director: David Beattie
Director: Fred Scott Ⓟ Ⓦ (Merman Ⓟ Ⓦ)
Editor: Gary Forrester Ⓦ (tenthree Ⓟ Ⓦ)

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