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OXO Stop-Motion Ad Turns Household Items Into Delicious Food

Oscar-nominated filmmaker PES adds his own special touch to bring pizazz to a British cupboard staple.

Betsy Mead
Betsy Mead on March 7, 2013.

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.

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