OXO Cubes are classic items in the British kitchen, but sadly until now never “cool” things to have in the pantry. A new commercial from acclaimed animator and videographer PES (NY-based Adam Pesapane) may help turn that around. The campaign, produced by JWT, sees PES use a similar style as that featured in his previous offerings, ‘Fresh Guacamole’ (2012) and ‘Western Spaghetti’ (2008).

In these short films, seemingly random objects were transformed into into a bowl of guacamole and spaghetti respectively, using a ‘stop-motion’ method. The same technique is employed in the OXO short, but the items, which range from a ballet shoe chicken to button Mini Cheddar biscuits, come together to form a delicious meal cooked by Mom.

The campaign first hit UK TV screens on Friday, March 1. Will it bring a new kind of brand recognition to the famed stock-cube purveyor? Mom may be the word.

OXO