F.Y.I.

Emotive brings Breville’s world-first toaster to life with playful campaign

October 22, 2025 11:00

Breville, a leader in kitchen appliances, has launched a new campaign in partnership with Emotive that asks, “What will you watch now you’re not watching your toast?”.

The announcement:

Breville, the global leader in kitchen innovation, has partnered with independent creative agency Emotive to launch the Eye Q® Auto Toaster, the world’s first toaster that watches your toast and toasts by colour, not time.

A true category breakthrough, the Eye Q® Auto is available in both 2-slice and 4-slice models and uses Breville’s patent-protected Eye Q® Optic Sensors, powered by Sensability, which scans the colour of bread up to 10 times a second to deliver the preferred shade every time.

For more than a century, toasters have relied on time-based heating, leading to uneven and unpredictable results. Breville’s new Eye Q® Auto reimagines one of life’s simplest rituals with cutting-edge precision, performance and design, consistently delivering great results across every bread type from white to sourdough.

To celebrate the launch, Emotive created an integrated campaign that flips a familiar human truth, the odd habit of standing by the toaster to make sure your bread reaches just the right colour.

The platform line, “What will you watch now you’re not watching your toast?”, highlights the freedom that comes from letting the technology do the watching for you. The campaign plays out across entertaining films, OOH, and social content that showcase all the things you can now watch, instead of your bread.

“The Eye Q® Auto Toaster is a genuine leap forward in everyday technology, transforming how we make and enjoy something as universal as toast,” said Noel Burchill, Head of Global Brand Strategy and Advertising. “Emotive uncovered a wonderfully human insight, the quiet satisfaction of no longer having to hover around the toaster, and we worked together to turn it into a simple, powerful story about innovation that makes everyday life easier.”

Edward Macaulay, Associate Creative Director at Emotive, added: “There’s something so beautifully intuitive about this innovation, with the toaster doing the watching for you. This became the heart of our campaign, with an idea that is playful, human and perfectly Breville, taking the everyday and making it effortless.“

All production was managed by Emotive Productions, the wholly owned production and innovation arm of independent creative agency Emotive, ensuring a seamless creative-to-production partnership. The campaign was directed by Paul Bruty, formerly of the Glue Society, who collaborated with Emotive Productions to bring Breville’s world-first innovation to life with cinematic craft and humanity.

Hayley Pelling, Head of Production at Emotive said “This collaboration perfectly reflects what our model is about – keeping everything under one roof to drive greater creative connection and ensure each production is truly fit for purpose. The whole team has done an exceptional job, delivering the kind of elevated craft and cinematic style that makes the work stand out.”

View and download all the campaign assets from the media backgrounder here.