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