A woman's place is in her office-kitchen hybrid

PETER YORK ON ADS No 300: KINGSMILL BREAD

Sliced bread used to be big on TV - Wonderloaf and Hovis and their peers spent millions. That was before bread became such a loss-leader in supermarkets that there was no margin for advertising. But now, here's Kingsmill talking about their new Tasty Wholemeal, and it's as if the 1970s had never gone away.

The set-up is classic - two women in a kitchen ("Two Cs in a K", the agency boys used to say). And the humorous device is so ancient: let's just say it practically pre-dates bread advertising. I'm nerving myself up to explain it.

But in a variety of other ways this is absolutely not a traditional set- up. That's because the women in the kitchen actually don't relate to the emotional centre of trad domestic life at all. This kitchen, restyled for 1999 in careful ways, isn't a house kitchen - it's more like an office one. There are no men or children around - and you feel that there won't be.

And the girls - the one like a very early, slimmer, breasty, blonde Victoria Wood in a mauve top; the other flat-chested, slim, boyish and bespectacled in grey-green V-neck and black jeans. These are women of our time at work.It's a joint piece to camera about the wonders of Kingsmill.

They've made it look like they've got in a couple of plates of Pret sandwiches for a working lunch, which is why the utterly whiskery devices of a) an ad within an ad where you see a clapperboard and hear the director talking, and b) the girls getting their lines comically wrong and gurning asides at the camera, look so clunky.

They do modern daytime-presenter things: they fight over the sandwiches, they make ladette noises (urm, urm, urm). They don't look remotely like Kathleen Harrison - or Wendy Craig for that matter.

Less sophisticated men will be asking themselves whether they could possibly be lesbians. More sophisticated audiences will be wondering if the writer just trailed that on purpose. And the rest of the watching world will be wondering why they bothered.

Two little points: 1) this is the first time I've seen the traditional suggestive "bread squeeze" actions in about 20 years, and 2) is it Roland Rivron on the brief voice-over?

Arts and Entertainment
Shades of glory: Roger Daltrey and Pete Townshend

Glastonbury Roger Daltrey and Pete Townshend will perform with Paul Weller as their warm-up act

Arts and Entertainment
Billie Piper as Brona in Penny Dreadful
tvReview: It’s business as usual in Victorian London. Let’s hope that changes as we get further into the new series spoiler alert
Arts and Entertainment
No Offence
tvReview: No Offence has characters who are larger than life and yet somehow completely true to life at the same time spoiler alert
Arts and Entertainment
The Queen (Kristin Scott Thomas) in The Audience
theatreReview: Stephen Daldry's direction is crisp in perfectly-timed revival
Arts and Entertainment

Will Poulter will play the shape-shifting monsterfilm
Have you tried new the Independent Digital Edition apps?
Arts and Entertainment

ebooksNow available in paperback
Arts and Entertainment

ebooks
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    General Election 2015: Ed Miliband's unlikely journey from hapless geek to heart-throb

    Miliband's unlikely journey from hapless geek to heart-throb

    He was meant to be Labour's biggest handicap - but has become almost an asset
    General Election 2015: A guide to the smaller parties, from the the National Health Action Party to the Church of the Militant Elvis Party

    On the margins

    From Militant Elvis to Women's Equality: a guide to the underdogs standing in the election
    Amr Darrag: Ex-Muslim Brotherhood minister in exile still believes Egypt's military regime can be replaced with 'moderate' Islamic rule

    'This is the battle of young Egypt for the future of our country'

    Ex-Muslim Brotherhood minister Amr Darrag still believes the opposition can rid Egypt of its military regime and replace it with 'moderate' Islamic rule, he tells Robert Fisk
    Why patients must rely less on doctors: Improving our own health is the 'blockbuster drug of the century'

    Why patients must rely less on doctors

    Improving our own health is the 'blockbuster drug of the century'
    Sarah Lucas is the perfect artist to represent Britain at the Venice Biennale

    Flesh in Venice

    Sarah Lucas has filled the British pavilion at the Venice Biennale with slinky cats and casts of her female friends' private parts. It makes you proud to be a woman, says Karen Wright
    11 best anti-ageing day creams

    11 best anti-ageing day creams

    Slow down the ageing process with one of these high-performance, hardworking anti-agers
    Juventus 2 Real Madrid 1: Five things we learnt, including Iker Casillas is past it and Carlos Tevez remains effective

    Juventus vs Real Madrid

    Five things we learnt from the Italian's Champions League first leg win over the Spanish giants
    Ashes 2015: Test series looks a lost cause for England... whoever takes over as ECB director of cricket

    Ashes series looks a lost cause for England...

    Whoever takes over as ECB director of cricket, says Stephen Brenkley
    Fishing for votes with Nigel Farage: The Ukip leader shows how he can work an audience as he casts his line to the disaffected of Grimsby

    Fishing is on Nigel Farage's mind

    Ukip leader casts a line to the disaffected
    Who is bombing whom in the Middle East? It's amazing they don't all hit each other

    Who is bombing whom in the Middle East?

    Robert Fisk untangles the countries and factions
    China's influence on fashion: At the top of the game both creatively and commercially

    China's influence on fashion

    At the top of the game both creatively and commercially
    Lord O’Donnell: Former cabinet secretary on the election and life away from the levers of power

    The man known as GOD has a reputation for getting the job done

    Lord O'Donnell's three principles of rule
    Rainbow shades: It's all bright on the night

    Rainbow shades

    It's all bright on the night
    'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

    Bread from heaven

    Dutch survivors thank RAF for World War II drop that saved millions
    Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

    How 'the Axe' helped Labour

    UK will be 'run for the wealthy and powerful' if Tories retain power