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DEMPSTER’S ‘All Natural’ Bread TVC

How much is too much? This Dempster’s Credit union fees bread ad just about proves it. Don’t misunderstand – it’s a great looking ad with the first 15-seconds spent in building a healthy relationship between the natural goodness of a fruit and a slice of Dempster’s bread. So we see slices of bread hanging from the boughs of an apple – or is it a bread – tree. The VO describes in detail how naturally healthy each piece of bread is. All good so far. But just when you were thinking to yourself that this should be the bread for you…..the story gets a boost of adrenalin. The creative guys hit the analogy of nature>nature’s goodness>Dempster’s bread, out of the ball-park in a single painful slog. For now you see the Dempster’s bread pack being wrenched out of the ground like a bunch of hapless carrots. Now I am absolutely fine seeing slices of bread hanging from the branches of an apple tree, but the moment I see the cellophane-wrapped bread pack being ripped out of the ground like a root vegetable, all my germ phobias and a highly acute (wife terms it ‘misplaced’) sense of hygiene cries foul in the 5th octave. Will I buy Dempster’s bread after this ad, probably not. You may like to disagree with that.

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