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

Newly rebranded Rothco debuts touching spot for Denny

Published On
Sep 06, 2022

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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.




Sep 06, 2022
Client :
Agency :
Director :
Duncan Christie
Marketing & Innovation Controller :
Julie Ann Twomey
Senior Brand Manager :
Ashley O'Sullivan
Brand Manager :
Shauna Moran
Marketing Graduate :
Heather Grealy
Jen Speirs
Creative Director :
Rob Maguire
Creative Director :
Shay Madden
Associate Creative Director :
Alex Ingarfield
Creative Team :
Emmet Heneghan
Creative Team :
Steve Clifford
Head of Planning :
Darius Pasalar
Strategy Director :
Tamara Conyngham
Senior Strategist :
Darren Soon
Director of Production & Studio :
Jessica Bermingham
Executive Producer :
Al Byrnes
Senior Agency Producer :
Fiona Plumstead
Assistant Producer :
Proud Ngwenya
Business Director :
Aoife Coyne
Account Director :
Andy Williams
Account Executive :
Steven Nagle
Executive Producer :
Matt D'Arcy
Line Producer :
Vanessa Briscoe
Creative Studio :
Gabha Studios
Post Producer :
Daf Upsdell
Director of Photography :
Luke Jacobs
Editor :
Rob Hegarty
Assistant Editor :
Andrew Francis
Composer :
Zebedee Budworth
Sound Engineer :
Will Farrell

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