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20 January 2021

The rice is right.

by Syd Briscoe


Tilda: “Elevate Your Plate” - 30s

Amateur chefs sick of the old staples while confined in lockdown will apparently find their culinary passions rejuvenated by Tilda's expanded range of steamed rice. Such kitchen-bound excitement is personified by one committed cook here, who seems determined to explore every iteration of grain-based cookery possible.

Canny food photography and pacy direction from Merman's Guy Manwaring ensure this explosion in dietary variety keeps viewers engaged throughout the 30" runtime. Curries, burritos, and bibimbap all make it onto the plate, while the question of who's responsible for the subsequent washing-up remains a mystery.


Creative Agency: Havas London Ⓟ Ⓦ
CCO: Vicki Maguire
Creative Director: Dave Mygind
Creative: Rosie May Bird Smith
Account Director: Alexandra Webb
Account Manager: Lily Barber
Business Team: Kate Woodruff
Strategy: Kerrie Boyes
Agency Producer: Adrianne Godfrey
Film Production: Merman Ⓟ Ⓦ
Director: Guy Manwaring Ⓟ Ⓦ
Producer: Amy Appleton
Head of Production: Patrick Cahill
Executive Producer: Spencer Dodd
Cinematographer: Alex Barber
Editor: Mark Edinoff Ⓦ @ Work Ⓟ Ⓦ
Post Production: Jenna Le Noury @ Absolute Post Ⓟ Ⓦ
Colourist: Toby Tomkins @ Cheat Ⓦ
Flame: Phil Oldham @ Absolute Post Ⓟ Ⓦ
Nuke: Carl Godwin Alvarez / Lucas Warren / Tom Clapp @ Absolute Post Ⓟ Ⓦ
Sound Designer: Mark Hills @ Factory Ⓟ Ⓦ
Audio Producer: Beth Massey

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