Time for bread.

The VO weighs down this Brennan's commercial like too much butter weighs down bread. It's a pity as the central premise is solid: before Mum goes to bed after the late shift, she makes her son's packed lunch with a note that says: "Full of goodness, just like you!" The lad more than earns that label when he makes breakfast in bed for her.

If that's sweet as can be, then the voiceover is stodgy as heck. He sounds like a cross between an avuncular uncle and an old sea dog who never caught his white whale, but now promotes bread fortified to support the immune system, gut health, and cognition. Coupled with a burst of traditional music, it almost threatens to undo all the good work done onscreen.

Product Category: Bread / Bread Products

Territory: Ireland

Time for bread.

by Andrew MacGregor

The VO weighs down this Brennan's commercial like too much butter weighs down bread. It's a pity as the central premise is solid: before Mum goes to bed after the late shift, she makes her son's packed lunch with a note that says: "Full of goodness, just like you!" The lad more than earns that label when he makes breakfast in bed for her.

If that's sweet as can be, then the voiceover is stodgy as heck. He sounds like a cross between an avuncular uncle and an old sea dog who never caught his white whale, but now promotes bread fortified to support the immune system, gut health, and cognition. Coupled with a burst of traditional music, it almost threatens to undo all the good work done onscreen.

Product Category: Bread / Bread Products

Territory: Ireland