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 Cut and thrust, not cut and paste.
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Andrew Macgregor

MindsEye signs Daniel Lundh.

Swedish director Daniel Lundh has signed for MindsEye, who insist his work is "weird and wonderful, but not so weird that you don't want to work with him".

MindsEye's Hughie Phillips wants to set the record straight on director Daniel Lundh: "Daniel's work is weird and wonderful, but not so weird that you don't want to work with him. He's also not weird, just to be clear. He's great. OK?" Now that everyone's on the same page, let's take a look at the work that made MindsEye swoop for the Swede.

Each of the bumpers in this likeable quartet advertising Tesco's sponsorship of comedy content on Channel 4, for example, leans into the idea that we can devote more time to our weird hobbies if we arrange for our groceries to be delivered via the advertised service. The line "it's all in the delivery" sits neatly in the centre of the Venn diagram between statements about comedy, and statements about ordering food online.


Lundh then reveals what NBA mascots get up to between matches. OK, that's a lot to cover in 40", so he focuses on the Toronto Raptors mascot for now. The Raptor does what it says on the tin—it's a red dinosaur that creates awareness of the 2019 champions. When the buzzer goes and the Scotiabank Arena clears out, however, it leaves the city and returns home to Raptor Ranch.

We'd sit and watch the Raptor go about its business all day if we could. Narrated by a man we like to think has a corn cob pipe in his mouth, the ad follows the Raptor as it rides a tractor, checks the fences, and takes it as easy as possible. Life as an NBA mascot can be stressful, so any time on the ranch is time well spent.

But… why have a ranch at all? As it turns out, the Raptor loves poutine—Chicken Ranch & Bacon Poutine from McDonald's. Ranch is more than a place, from the brand's point of view, it's food for thought and stomachs alike. We like how Lundh ends on the Raptor in a food coma.


Click here to see more of Daniel Lundh's work. Next, ring Charlie Phillips on 020 3007 3600 or email charlie@mindseye.co.

Posted: 9 January 2026 - 11:03
MindsEye

MindsEye

Founded by brothers Hughie and Charlie Phillips, along with Max Yeoman, MindsEye has grown from a trio to a full production team and roster of directors who are experts in visual storytelling. Known for their humour, the company aim to create advertising that is both funny and eye-catching.