Grain Waves Ambition for Young Grains

The Smiths Snackfood Company introduced the whole grain brand Grain Waves in Australia with the story of a young grain’s dream of greatness. The television commercial, featuring the voice of Australian actor Bill Hunter, presents the brand as competition for whole grain bread.

Grain sees himself as a chip in the mirror

Grainwaves World tells the story of one little grain’s dream to become a chip, despite his family and friends believing his destiny is to grow up into a piece of bread. The young grain, however, follows his dream and becomes the first ever Grainwaves chip. Click on the image below to play the video.


The Grainwaves World campaign was developed at Clemenger BBDO, Sydney, by executive creative director Richard Maddocks, art director Baz Baker, copywriter Chris Pearce, agency producers Jo Howlett and Rebekah Lawson.

Animation was directed by Damian Stocks via Eye Candy.

Sound was designed by Andrew Stevenson at JAM.