Soreen "The Loveable Loaf" (2014) :30 (UK)

Soreen is wonderful. Deliciously chewy and satisfying, it's a product where the benefit is immediately apparent on first bite. It also has a rich history of advertising across the decades, stemming from 1937 when the company was founded by John Sorensen in Manchester.

The 1960s brought us the catchphrase - "Hey! Where's the Soreen, Doreen!" - while the 70s sold the malty loaf as a health food in partnership with Adidas. It's hard to imagine two brands less alike than Soreen and Adidas nowadays, yet at one point they were firm friends. If you're organising the Agency Quiz, you might want to jot that down.

Soreen's last advertising campaign in 2010 was such a car crash I'm reluctant to make you watch it. Imagine this - It starts with a young boy breakdancing in the playground. His friends suddenly jump in and they leap up into a funky electro musical number. They wildly dance together, choreographed as one. ‘Nothing tastes like Soreen malt loaf. It's chewy, fruity, and keeps you going' says the narrator. We cut back to the X-Factor style dancing. Everyone has forgotten to take their Ritalin. These kids are not being paid enough. Okay, now they're jumping up! They're doing twirls. HOLY SHIT, THE DINNER LADY JUST JOINED IN! Cut to product. Cut back to kids bopping their heads in unison and eating Soreen. Narrator: 'Soreen. Chew it. Then do it!'

Christ, I feel lobotomised from writing that. For the love of all things chewy, don't seek the advert out.

The new ad which premiered yesterday is taking an entirely different approach by not being a piece of shit. It's a rather magical journey with excellent supporting music, beautifully shot, full of charm and whimsy. But when you stop to consider, this isn't just unbridled creativity; there's a sophisticated key insight at work here, quietly, artistically pulling the strings. We're both shown the versatility of the snack and the wonderful way we pick at it, scoffing it, demolishing it one chewy chunk at a time. I'm reminded of Blur's "Coffee And TV" which features the journey of an anthropomorphic milk carton.

Back in 2013, David Miller, MD of The Red Brick Road said 'Soreen is a fantastic British brand – it is great to be developing this ATL advertising campaign to support Soreen’s iconic powerbrand status.'

I'm pleased to see my favourite squidgy snack back in safe hands.

Follow Soreen’s Loveable Loaf on Facebook where he (it?) now has his own page: https://www.facebook.com/loveableloaf

Client: Soreen
Creative: The Red Brick Road
Media: Goodstuff
Creative Directors: Matt Davis, Richard Megson
Copywriter: Tom Hopkins
Art Director: Marcus Smith
Planning Partner: Ben Mitchell
Business Director: Matt Anderson
Account Director: Emily Pigott
Agency Producer: James Tracy, Natalie Kozlowska
Production Company: Blinkink
Director: Joseph Mann
Producer: Patrick Craig
Editor: Simone Ghilardotti
Sound: Miles Kempton @ Grand Central
Post: Big Buoy
Grade: Smoke & Mirrors
Music Publisher: Lawrence Jay Nachsin @ LJN Music and Sound