DAVID reviews

19 September 2017

Top of the food chain.

by Andrew MacGregor

New York Bagels: “Edna” - 60s

The Mayor of New York City may be surprised to learn he doesn't run the Big Apple - an eighty-something baker called Edna does. That's the conceit behind this entertaining New York Bakery ad.

The casting is spot-on. From the moment Edna opens her bagel shop, she keeps the city moving. Her blunt approach ensures the queue moves at a brisk pace, while god help anyone who leaves the front door open.

It's a promising start for the no-nonsense mouthpiece. Even if we can't sample the Edna treatment for ourselves, the brand have UK bagel fans covered.

Creative Agency: Now
ECD: Remco Graham
Creative Director: Harv Bains
Creative: Tom Devenport / Aubrey O'Connell
Account Director: Jack Howker
Account Manager: Katy Stanage
Account Executive: Sarah Maclean
Planner: Amelia Wood
Head of Film: Jeremy Muthana
Film Production: Pulse Films Ⓦ
Director: thirtytwo Ⓦ
Producer: Shirley O'Connor
Cinematography: Charlotte Bruus Christensen
Production Design: Tim Gibson
Costume Design: Susie Coulthard
Editor: Billy Mead @ tenthree Ⓦ
VFX: Time Based Arts Ⓦ
Colourist: Simone Grattarola
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