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Developed and produced by Lobster, the campaign playfully addresses how Kingsmill Soft White is so incredibly soft while debunking any tongue-in-cheek mythical notions. 

Directed by Alex Cooper, the 20-second ad combines a touch of whimsical humour with Kingsmill’s uncompromising quality, reinforcing the brand’s signature softness – no unicorns or enchanted squeezers required.

Simon McDowell, executive creative producer and partner at Lobster, said, “This campaign gave us the chance to bring in a sense of fun and playfulness, all while celebrating the simple joy of a perfectly soft loaf. With Alex’s signature comedy direction, we’ve showcased Kingsmill’s softness in a super unique and memorable way - another hugely enjoyable collaboration with Allied Bakeries, who trusted us to go bolder, quirkier, and funnier than ever before. Unicorn fist bumps all round.”

Elva O’Connor, senior brand manager at Allied Bakeries, said, "Having worked for many years with Lobster we knew that they were a safe pair of hands to push the boundaries on our Kingsmill Soft White creative. It is always a tricky balance to inject humour and  characters into a piece of creative and still get our message across. Lobster manages this balance in spades.  We tested the advert before air and were delighted with the results. Lobster delivered the project to the brief and navigated us through some unfamiliar territory to leave us with a great, effective advert that we are all proud of”

The TV commercial is airing from early November in Northern Ireland across ITV1 and ITVX.