PETER YORK ON ADS

NO.118: GRANARY BREAD
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The Independent Culture
WHAT is she eating in that first close-up? Certainly she's doing the Cadbury's Flake routine, lip-licking, pouting, dainty crumb removal and so forth.

And who is she anyway, this siren shot in black and white; isn't there something rather familiar and period about the hair and make-up, something a bit Sixties? But isn't there a touch of Joanne Whalley-Kilmer too?

What is she wearing? As the camera pulls away from her we see bare shoulders.

And what exactly is she sitting on? Of course it's that classic Christine Keeler photograph and we assume that she's got nothing on. But it's more Joanne than Christine about the face, a pastiche of a reconstruction.

How about the music? Is it a real late-Sixties film theme with a slightly druggy-occulty Rosemary's Baby feel, or another pastiche?

Who's doing the voice-over? Is it the real, wonderfully throaty Honor Blackman, her lovely daughter Mariella Frostrup (not a lot of people know that) or another impressionist?

This multi-layered combination of steal, spoof and borrowed interest is for a form of bread: "The original Granary - it tastes great with nothing on," husks Honor/ Mariella. Granary is the novelty bread for the Seventies, before ciabatta and other minestrone breads hit Britain.

Who exactly is paying for the ad - and who owns the rights in what most people will think is a generic - remains mysterious.

But as an example of the eating-as-sex metaphor (borrowed) - and every other reference in the book - it's delightful. And she's got a touch of the Catherine Zeta-Jones's too.

! Video supplied by Tellex Commercials.

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