Sound and bites.

The last time Old El Paso asked viewers to make some noise, it damn near broke the neighbourhood. To the relief of nearby homeowners, this 30" ad—the first from new agency VCCP—is much less explosive, with a greater emphasis on food photography and flavoursome audio than cringeworthy pyrotechnics.

Though the tone is friendly and relaxed, you can tell that the brand wish to be taken seriously as a Friday night dinner option. Thus, director Sasha Rainbow delivers nimble close-ups of fresh vegetables, guacamole, packed tortillas, and salsa. Chuck Mike Bovill's tactile sound design into the mix and you have a real step-up in quality for the brand.

Product Category: Pre-Prepared Meals

Territory: UK

Sound and bites.

by Andrew MacGregor

The last time Old El Paso asked viewers to make some noise, it damn near broke the neighbourhood. To the relief of nearby homeowners, this 30" ad—the first from new agency VCCP—is much less explosive, with a greater emphasis on food photography and flavoursome audio than cringeworthy pyrotechnics.

Though the tone is friendly and relaxed, you can tell that the brand wish to be taken seriously as a Friday night dinner option. Thus, director Sasha Rainbow delivers nimble close-ups of fresh vegetables, guacamole, packed tortillas, and salsa. Chuck Mike Bovill's tactile sound design into the mix and you have a real step-up in quality for the brand.

Product Category: Pre-Prepared Meals

Territory: UK