"Harvest / Spoons / Twins"

19 March 2026

90s

They obsess, so you don't have to.

This trio of surreal ads for olive oil brand Graza directed by Elliott Power – a director at the summit of his, well, power – don't just command our attention, even with their tongue lodged firmly in their cheek, they convey the idea of extraordinary quality and will definitely make shoppers linger in the relevant aisle at the supermarket.

The first of the three focuses its attention on a pair of harvest workers who take their job extremely seriously. They take turns to pluck an olive from the tree using a seesaw to put themselves in position. The premise is fun, but could so easily have landed badly... and the reason it doesn't helps to explain why directors like Power are in such high demand. He has taken the idea and ramped it up to the nth degree, delivering wry comedy alongside the firm suggestion that this olive oil is made by artisans who are deeply committed to its quality.

The second ad features a man sat atop a tremendous spoon mountain. He too is fully on board with the need to ensure that every drop of the advertised liquid meets the extraordinary standards that they claim. It works. Those who care about cooking will be impressed.

The final ad of this trio features a pair of twins engaged in another food testing scenario which amplifies the surreal vibe. A perfect balance has been achieved here, it would have been easy to lean into the absurdity of the scenarios without taking account of the need to illuminate the brand itself. That hasn't happened, and that is to the enormous credit of everyone involved.

USA

Cooking Oils