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9 June 2021

Sustenance abuse.

by Andrew MacGregor


Veg Power: “Prepare for Battle” - 60s

Since their opening salvo in 2019, Veg Power have made cruelty against vegetables both fun and nourishing. The campaign's latest entry delivers plenty more family-friendly violence, as an army of youngsters ready themselves for battle against tomatoes, peppers, onions, sweetcorn, and other green meanies.

The production design is as strong as ever, with colander helmets, seven-bladed spatulas, and tomato-shaped punching bags among the children's homemade arsenal. Even the most capable turnip would lose heart on the battlefield.

As the two armies collide, one girl asks viewers if they are ready to stand up, and, erm, eat. Coupled with ever-tightening restrictions on junk food advertising, the war for young stomachs has reached a critical stage...and it's a darn good watch.


Creative Agency: adam&eveDDB Ⓟ Ⓦ
Film Production: Agile Films Ⓟ Ⓦ
Director: Zac Ella Ⓟ Ⓦ
Producer: Igor Degtiarev
Executive Producer: Fliss Hutcheson
Cinematographer: Murren Tullet
Production Designer: Dale Slater
Costume Design: Natasha Lawes
Editor: Laurence Halstead
Post Production: Agile Films Ⓟ Ⓦ
Colourist: Connor Coolbear @ Electric Theatre Collective Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

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