Archer’s Mark's Fred Scott Captures Close-Up Culture Collision Food Film for Tilda
Leading British rice brand Tilda will unveil its biggest ad campaign since it was founded over 45 years ago.
The new TV creative, scheduled to air nationally from Saturday 20th October, is a vibrant celebration of all the cultures of the UK. Tildalicious brings to life the culinary journey of different Tilda rice grains through the hands of real-life cooks from all over the world, via their UK kitchens. Through this journey, cultures collide, new techniques and flavours are shared in the wonderful chaos of real life. Along with the succession of close-ups of dishes from around the world, the word ‘Delicious’ is displayed in global languages.
The advert was cast and produced by Shoreditch production studio Archer’s Mark and directed by one of the latest additions to their expanding roster, the supremely talented Fred Scott. Created by advertising agency Havas London – Tildalicious is the first work to be released since being named as the brand’s UK strategic and creative agency.
Elliot Harris, Deputy Executive Creative Director at Havas London, adds: “What a brilliant brief. Does any other food span as many cultures, nationalities, communities and generations as naturally as rice? The result is a properly authentic, joyous, modern brand celebrating its position right at the intersection of British food culture. I love the idea that the many diverse communities that make up the UK will see themselves represented in such an honest, relatable way.”
Archer’s Mark is an award-winning modern studio, renowned for creating timely, bold and innovative work across commercials, feature films and interactive experiences. With a roster of just over a dozen directors and full-service production and post-production capabilities, they have created campaigns for brands including Toyota, Nike, Samsung, UNICEF, Honda & New Balance; and for agencies including FCB Inferno, Saatchi & Saatchi, adam&eveDDB, RKCR/Y&R, Grey, Havas & Mr President.
The company's debut feature, Next Goal Wins, won a number of international awards, including a British Independent Film Award for Best Documentary. Their most recent film, Notes on Blindness, based on the Emmy-winning short of the same name, also collected the BIFA for Best Documentary and received three BAFTA nominations (Outstanding British Film, Best Documentary, Outstanding Debut).
The TV ad will run from 20th October until the end of November 2018.
