"New Family Member"

2 September 2025

60s

A new arrival.

Director Ric Cantor masters the comedy element in this slice of life ad for Rangemaster that relies on misdirection to land its message about the desirability of the advertised oven. The weary 'new father' is perfectly cast, reluctantly greeting guests at the door who have all come to see the new arrival. There are some lovely little touches along the way, as Cantor conjures a scene that would not be out of place in a Mike Leigh film.

The reveal isn't completely disguised, but that is not a problem, as, if this gets a decent run on our television screens, people would see it multiple times anyway. The punchline of there being an actual baby in the house feels like something that might have caused a degree of angst between client, agency and director... and it's gratifying to see that they made the right decision.

UK

Ovens