People sneak 'cake breaks' in these quirky Aussie ads for microwaveable cakes

Cakes in an under a minute, what's not to like?

Published On
Aug 21, 2018

Editor's Pick

A funny new campaign from Australia for a range of microwaveable cakes shows people sneaking quick "cake breaks" while carrying around microwave ovens.

The ads, by Saatchi & Saatchi Melbourne, promote Greens Baking's Cake Break, a range of single-serve cakes that you can microwave in under a minute. Directed by Nick Kelly via Sweetshop, they include a scenario where two old mates meet in a park with microwaves strapped to their fronts like baby slings. "You too?" asks one, and they then swap cake details.

Another ad sees a teacher bust a bunch of students taking a "cake break" between lessons while guiltily clutching an oven, while a third, set in an office, sees colleagues discussing "big data" and sales figures as they pass around a microwave.

It's likeable, quirky stuff -- and as for the product idea, we agree with Simon Bagnasco, executive creative director, Saatchi & Saatchi, Melbourne, who comments pithily: "I love baked goods. And I love microwaves. Finally, someone has brought these two wonderful things together. The world is a better place for it."


Aug 21, 2018
Brand :
Greens Baking
Agency :
Saatchi & Saatchi-Melbourne
Executive Creative Director :
Simon Bagnasco
Creative Director :
Lee Sunter
Producer :
Maria Borowski
Art Director :
Tim Yates
Copywriter :
Kerem Sekerci
Senior Integrated Designer :
Matt Alpass
Account Manager :
Kate McQuilken
Executive Strategy Director :
Alex Speakman
Client Services Director :
Rebecca Robertson
Production Company :
Director :
Nick Kelly
Producer :
Nikolas Aulich
Executive Producer :
Loren Bradley
Executive Producer :
Edward Pontifex
Director of Photography :
Max Walter
Edit Company :
Arc Edit
Post Producer :
Olivia Carolan
Offline Editor :
James Ashbolt
Post Production Company :
VFX Producer :
Martina Joison
Colorist :
Ciara Gallogly
Online Editor :
Caleb de Leon
Sound Company :
Risk Sound
Producer :
Jordon Lott
Sound Engineer :
Dylan Stephens
Media Agency :
Blue 449
Client Partner :
Garth Moring
Client Manager :
Bri Nottle
Marketing Director :
Suzanne Douglas
Marketing Manager :
Natalie Breen

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