ADVERTISING

Kingsmill 50/50

“It’s Not Magic, It’s Kingsmill”

Agency: Lobster Creative

Description

Kingsmill has unveiled a major new TV campaign, “It’s Not Magic, It’s Kingsmill”, created in partnership with creative production house Lobster.

Kingsmill 50/50 is the UK’s most popular healthier white bread and the crown jewel of the bakery brand’s portfolio. This campaign marks a vital step to reinforce Kingsmill’s position and stand out in the category.

The 30-second TV ad, directed by Alex Cooper with creative and production from Lobster, takes viewers on a fantastical journey into the whimsical world of Kingsmill 50/50 filled with mythical characters who reveal their "secret" methods for making healthy bread taste so good.

Building on the success of Lobster’s recent Kingsmill Soft White TV campaign in Northern Ireland, also directed by Alex Cooper, this latest instalment continues the "It’s Not Magic, It’s Kingsmill" platform, bringing the same imaginative comedic storytelling to a UK-wide audience.

This professional campaign titled '“It’s Not Magic, It’s Kingsmill”' was published in United Kingdom in January, 2025. It was created for the brand: Kingsmill 50/50, by ad agency: Lobster Creative. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 25 days ago by Owner: Julia Conroy of Julia Conroy Limited.

Credits

CREATIVE AND PRODUCTION - Lobster

Alex Cooper - Director

Si McDowell - Executive Producer

Sarah Baulcomb - Head of Production

Samantha Callighen - Producer

David Wright - DOP

Adam Dorney - 1st AC

Dan Williams - 2nd AC

Phil Penfold - Gaffer

Lee Wilson - Spark

Saul Harris - Spark

Wolf Wasserman - Grip

Jonathan Boyd - Data Wrangler

Joe Mulvihill - 1st AD

Brogan Cowie Ferron - Runner

Finain O’Sullivan - Art Director

Nathan Whitfield - Props Assistant

Tanya Sadourian - Food Stylist

Lucy Williams - Wardrobe Stylist

Joseph Butterfield - Wardrobe Assistant

Kate O’Shea - HMU Artist

Phoebe Llewellyn - HMU Assistant

Jemima Wanesis - HMU Trainee

TALENT

Shakeel Haakim - Greg

Hersha Verity - Kate

Teddy Kempner - Wizard

Jasmine Rachelle - Elf

David Malcolm - Knight

Charlotte Bradley - Faun

Luca Mosardini - Unicorn

Chetna Pandya - Voiceover

Alexander Bean - Voiceover

Teddy Kempner - Voiceover

POST

Meg Thorne - Editor - Magic Edit

Ben Walker at Roko Studio - VFX

Bubble TV - VFX

Megan Lee - Colour - ETC

William Aikman - Music Composition and Audio Production

ADVERTISING

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