Apron-wearing male baker fronts ‘tongue-in-cheek’ Nestlé TV push for condensed milk

Viewers are teased by a shirtless, apron-wearing male baker in a new Nestlé and Publicis Mojo campaign which has launched “just in time for Mother’s Day”.

The tongue-in-cheek 30-second commercial demonstrates how “delicious can become even more delicious” by adding Nestlé’s condensed milk.

It was directed by Paul Middleditch and shows the chef splattered with ingredients as he bakes a mountain of cakes.

Publicis chief creative officer, Grant Rutherford, said: “With a much-loved brand like this one, it was a delicate process to balance credentials with great cut through.

“Paul was the ideal person to take the simple ingredients of the ad – an Aussie bloke, a voice over and a can of condensed milk and make it sing. And he’s done it in what I think is a wonderfully compelling and enjoyable way.”


Agency: Publicis Mojo

Executive creative director: Grant Rutherford

Creative director: Ian Williamson

Copywriter: Oskar Westerdal

Group account director: Katrina Wild

Senior account director: Muriel Mallet

Agency producer: Jasmin Helliar

Production: Plaza Films

Director: Paul Middleditch

Executive director: Peter Masterton

Production manager: Megan Ayers



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