Food helps a new grandfather bond with his family in ad from Droga5 Dublin

A simple ham sandwich plays an important role in a man's attempt to fit into a family that has been upended by the arrival of a first grandchild.

The heart-tugging spot from Irish food brand Denny was created by Droga5 Dublin, the former Rothco agency which recently rebranded under its parent Accenture Song. It's also the first work since the agency took on the new name.

Sensitively directed by Duncan Christie via Banjoman, it centers on a grandfather who's trying to do his bit as the rest of the family rushes around tending to the new baby. His efforts to help and see the baby are gratefully, although somewhat distractedly, received with the comment "It's grand, Dad." But he finds a way to support everyone by making a round of toasted ham and cheese sandwiches. When he finally gets to hold the baby, he tells her "It's Granddad."

“It’s wonderful to work on a brand that genuinely has a place in so many Irish homes—it meant that we had permission to actually tell a story not just about the product, but a story about an Irish family," said Rob Maguire, creative director, Droga5 Dublin, in a statement. "This story portrays a familiar challenge: just when you think you’ve got everything sussed out, life throws you a curveball. What starts out as another day in paradise for Grandad, ends up with him trying to figure out his role in a strange new world. It’s a powerfully simple story that gives us a warm feeling every time we watch it."

The spot, timed for the back-to-school period, is the first work for the Denny brand since its acquisition by Pilgrims Food Masters last year, said Julie Ann Twomey, marketing & innovation controller at Pilgrims Food Masters. Kerry Foods was the previous owner.