What do sliced bread and a radio station have in common? It sounds like a bad joke but this was the creative challenge that faced strategic creative agency, Riot, when they were asked to do a commercial that simultaneously promoted Albany Superior Bread and Kfm 94.5.
"Riot were given 10 days to come up with a concept and deliver a finished commercial - on a bread and water budget," says Riot creative director, Andrew Franks. "Nonetheless, I believe we came up with an elegant solution. When you look at a loaf of sliced bread side-on the slices are arranged like the bars on a graphic equaliser - and that was the device we used to create a loaf of funky bread that moves to music."
Pulane Baloyi, the brand and marketing manager for Kfm 94.5, says: "RIOT managed to work within our tight limitations and still produced a commercial which reflects the message we are trying to put across perfectly - and creatively". Look out for the commercial on etv during November.
