The ad sees a host of adorable children, all trying their very best to produce the most wonderful Mother’s Day breakfast. Their efforts give way to a variety of interesting and unorthodox combinations, including porridge with sweets, sprinkles and excessive amounts of honey but also a more sophisticated attempt at smoked salmon and scrambled eggs with an usually large amount of parsley scattered across the plate. The rather strange but endearing dishes provide a perfect opportunity to introduce Sainsbury's ‘childproof recipes’.
Mill Head Colourist, Seamus O’Kane explains, 'The charm of this spot lies in its simplicity and we allowed the colour palette to be as uncomplicated as possible. The children have a natural presence within the scene which is beautifully lit to enhance the detailed art direction. The lushness provided by the finely chosen spot colour is sufficient to allow a rich and vibrant feel without it being distracting.
In turn one can focus on the breakfasts produced by such a marvellous cast of dedicated young chefs. A delightful spot to work on.'