Grey London's Smashing Sunday Times Spot

Grey London, part of WPP’s Team News, has launched its first TV spot for The Sunday Times. The spot, which is on-air from Friday (15 November), promotes the four-part Ultimate Cookbook – the best recipes of the celebrity chef era – and sees chef, television presenter and The Sunday Times Cook Gizzi Erskine destroying the recipes that didn’t make the cut.

The campaign is based on the insight that despite Britain’s new-found status as a world power in food, the huge array of options – often complex – results in people reverting to the same habitual recipes. The overarching proposition is ‘The world of food. Uncluttered’. It was created by Alex Tizard and Jonathan Rands and creatively directed by Dave Monk. It was directed by Daniel de Viciola of director duo Alphabetical Order, through Friend London. The soundtrack is Sophia Loren’s 1958 hit Bing Bang Bong!

 
The Ultimate Cookbook is part of The Times & Sunday Times’ wider Incredible Edibles food series, for which Grey has also created a separate press and radio campaign. The series is running throughout both papers and as well as The Ultimate Cookbook, includes supplements highlighting the best restaurants and the best cheap eats in Britain.

Credits

Project name: Incredible Edibles Ultimate Cookbook
Client: (name, position and brand) Nick Stringer, Director of Marketing Communications, News UK and Claudia Collins, Account Director, The Times & The Sunday Times, News UK
Deputy Executive Creative Director: Dave Monk
Copywriter: Alex Tizard
Art director: Jonathan Rands
Agency producer: Sam Napper
Managing Partner: Natalie Graeme
Business Director: Tamsine Foggin
Account Director: Clare Anderson
Planner: Matt Gladstone and Hamish Cameron
Media agency: M/Six
Media planner: James Weinberg
Production company: Friend London
Director: Alphabetical Order (Daniel de Viciola)
Editor: Fredrik Åkerström
Producer: Luke Jacobs
DoP: Stuart Graham
Post-production: Gramercy Park Studios / MPC
Soundtrack composer: Sophia Loren, Bing Bang Bong!
Audio post-production: Gramercy Park Studios