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."