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    McCann London Serves A Loving Slice of Mr Kipling Cake

    By SHOOTUpdated:No Comments35084 Views

    This commercial features a young boy who, at a family gathering, is scurrying around trying to nab a Mr Kipling cake. This “little thief” fails time and time again until, finally, he manages to sneak out with a Mr Kipling Angel Slice. When the boy gets home, he suspiciously rushes upstairs to scoff the sweet treat. Or does he? This “Exceedingly Good Cake” may just turn out to be an exceedingly loving gesture for his grumpy, teen sister.

    Part of a campaign from McCann London, this slice-of-life spot gives a new meaning to Mr Kipling’s “Exceedingly Good Cakes” slogan.

    Laurence Thomson, co-president and chief creative officer, McCann London, said: “It gives the brand’s heritage a fresh twist and for the first time highlights the many different possible interpretations of the ‘good’ in its ‘Exceedingly Good’ mantra. Looking forward to what comes next.”

    Si&Ad of Academy directed this “Exceedingly Good” spot which is running on U.K. TV and online.

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    Credits

    Client Premier Foods/Mr Kipling Agency McCann London Sergio Lopez, head of integrated production; Clare Sullivan, executive producer; Claire Hopkins, sr. producer; Laurence Thomson, executive creative director; Matt Crabtree, Si Hepton, creative directors; Matt Searle, Olly Wood, sr. creatives. Production Academy Si&Ad, director; Tom Cartwright, producer. Editorial Assembly Rooms Sam Rice-Edwards, editor. Music Soundtree Music Postproduction CRAFT Color MPC Jean Clement Soret, colorist.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Academy FilmsMcCann LondonSi&Ad



    Father-Daughter Farming Duo’s Story Is At Center Of Lay’s Super Bowl Spot Directed By Taika Waititi

    Thursday, February 5, 2026

    Fresh off Lay’s 2025 beloved Super Bowl spot, “The Little Farmer,” and a global brand refresh, comes a brand-new commercial airing in the first half of the big game on Feb. 8.

    Titled “Last Harvest,” the new emotionally driven ad follows a father-daughter potato farming duo as they pass down generations of potato harvesting knowledge, showcasing a true legacy in the agriculture community. Academy Award winner (Jojo Rabbit) Taika Waititi directed “Last Harvest” via production house Hungry Man for agencies Highdive and Frito-Lay in-house shop D3. Waititi brought his signature storytelling style to this year’s Lay’s ad, just as he did with “The Little Farmer.”

    Set against a moving rendition of “Somewhere Only We Know” (originally recorded by English rock band Keane), “Last Harvest” weaves through heartfelt flashbacks, shining a light on the family-owned farms behind many of Lay’s potato chips.

    “Last Harvest” was inspired by Neumiller Farms in Illinois, a family farm that Lay’s parent PepsiCo has worked with for decades. It’s a third-generation potato and vegetable farm now run by father and daughter team Tom Neumiller and Katie Floming, who grow 3,500 acres of potatoes annually. Their farm plays a vital role in the Lay’s story, with Tom now guiding Katie as she prepares to lead the farm’s next chapter.

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