"Cake & Custard Tasting"

21 November 2024

58s

A Giggs a gig.

Peckham rapper Giggs is lactose intolerant, but he still likes to pour custard on his cake. The question is: which cake? He orders five, count 'em, five different slices at his local café—a noisy spot that makes it hard to concentrate. This would have to be the day a bloke in a suit of armour joins the queue.

Sound designer Gregory Caron works overtime as knives, forks, spoons, clocks, and more threaten to push Giggs over the edge. His assistant (no doubt modelled on Alex Horne of 'Taskmaster') makes it worse when his phone goes off not once, but twice. Now is not the time, Nanna!

It is time, however, for Giggs to pour some of Oatly's vanilla custard onto a slice of chocolate cake. The idea of a lactose intolerant rapper with a sweet tooth and a short temper works a treat in the hands of director Kelvin Jones, who dials up the 'tension' with a light touch.

The result is a commercial that knows dairy-free options often struggle to get exposure at Christmas. Poor show, says Oatly—it wants dessert back on the menu for people like Giggs.

UK

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