The ultimate in food porn with mountains of crumbling cheese, succulent steak burgers and oozing chocolate mousse, the 60” spot launches M&S’s autumn food ideas. Created by RKCR/Y&R and directed by Michael Roulier and Philippe Lhomme through Foodfilm, the spot features VFX and grade from MPC and a catchy soundtrack from Clean Bandit.
RKCR/Y&R Creatives Pip Bishop and Chris Hodgkiss said, “It's 10 years since M&S created food porn with its iconic chocolate pudding. We wanted to re-create that 'lick the screen' photography in a way that was relevant for 2014 - more accessible, faster paced and even more visceral. It seems to have worked; the chocolate jaffa sphere sold out in a day."
The spot was filmed with a variety of unique techniques, including hanging lemon slices by threads and melting cheese with a hairdryer. MPC’s VFX team enhanced the shots, neatening up the food and highlighting the multiple delectable displays.
MPC colourist George K graded the tempting spot. He said, “M&S food ads are known for showcasing their products in a stylish fashion, starting with their ‘not just any food’ campaign from a decade ago. They’ve raised the bar again with this one. When it came to the grade, the brief was for a clean, fresh and contemporary look. We wanted to let the food shine by keeping it neutral, but also bright and colourful."
Michael Roulier & Philippe Lhomme
Chris Hodgkiss & Pip Bishop
Bruce Townend @ The Quarry and Bruno Herlin @ Foodfilm
Parv Thind @ Wave