Tilda Rice – Television Commercial


Tilda Rice approached us back in the summer of 2014 requesting a broadcast advert to promote their latest coupon deal in collaboration with BonusBond. The deal meant that anyone buying more than one large bag of Tilda rice would be eligible for £15 worth of highstreet vouchers.

We decided to pitch Tilda a tongue in cheek approach which played on the classic idiom ‘Keeping up with the Joneses’ – or in the case of our ad, ‘Keeping up with the Guptas’.

Shot documentary style, the scene would be set up as an interview with low-fi production value and deliberately faltering camera work. Crucially, the camera crew’s voices would also be heard in the background.

The idea was that a group of three nosy, slightly catty women would be sat berating their neighbour’s apparent extravagant lifestyle of endless shopping sprees and excessive Tilda rice consumption.

Mid-bitch, the women would be informed, by an over-eager soundman off camera, that the reason their neighbour appears so opulent is because Tilda Rice is currently giving away high-street vouchers – enabling the neighbour to shop on the high-street and treat herself to the new clothes they had just been reprimanding. Had they not heard about it?

Two of the women would look amazed while the third would look a little shifty.

Suddenly the two women would turn on the third, sensing her discomfort and point out that she appeared to be wearing a rather nice new top…

Tilda loved the concept and chose to develop it further to include the vouchers actually falling from the third woman’s bag in her discomfort – incriminating her further.

The result was a tongue in cheek TVC that appealed to the specific target audience and met the client’s objectives. We produced both a 30 and a 10 second TVC, as well as a radio ad to complete the broader campaign.