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Mr Kipling
All the Small Things
In the 90s Mr Kipling's exceedingly good cakes were in every house. But in 2021, people were choosing other sweet snacks instead. They wanted to show people that a cake brings people together in a different way to a packet of sweets or a bar of chocolate.
WHAT IF Mr Kipling jogged people’s memories by reinventing an old favourite song - ‘All The Small Things’ by Blink 182. With an old family piano and two Angel Slices, we crafted a beautiful duet between a gray-haired dad and his adult daughter, reminding everyone of sweet memories and the little cakes that helped make them.
A year after the campaigns launch we received a tragic but beautiful request for someone who had seen the advert.
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