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
Greens Baking
Saatchi & Saatchi-Melbourne
Executive Creative Director:
Simon Bagnasco
Creative Director:
Lee Sunter
Maria Borowski
Art Director:
Tim Yates
Kerem Sekerci
Senior Integrated Designer:
Matt Alpass
Account Manager:
Kate McQuilken
Executive Strategy Director:
Alex Speakman
Client Services Director:
Rebecca Robertson
Production Company:
Nick Kelly
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
Ciara Gallogly
Online Editor:
Caleb de Leon
Sound Company:
Risk Sound
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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