"Tildalicious"

23 October 2018

30s

It's the rice stuff.

This fetching commercial for Tilda suggests rice is the ideal leveller in kitchens up and down the country. Scored by Joey Pastrana's ‘King of Latin Soul', the ad celebrates open-minded cooking as friends, families, and flatmates rustle up their own colourful rice dishes - each drawn from a variety of global cuisines.

As well as stirring viewers' tastebuds, director Fred Scott puts his observational eye to good use, weaving together a relatable 30" medley of scalded fingers, parental guidance, and communal dining.

While it treads the same territory as Uncle Ben's did earlier this year, this effort nonetheless impresses due to its playful soundtrack, snappy execution, and tangible depiction of a multicultural - and ravenous - nation.

This doesn't just look good though, this feels like advertising with purpose. It pitches its authenticity with perfect measure and if that doesn't generate a massive uplift in sales then we'd be very surprised indeed.

UK

Rice