Warburtons, a British bakery, has launched “Burnt Offering”, the latest commercial in their television and print advertising campaign, “We care because our name’s on it”. The advert is a follow up to “Take Off“, a nostalgic reference to patriotic war movies of the past. In this spot, Warburtons employees gather to express their grief over the remains of burnt toast, the smoke still rising from the toast rack. Music is “Adagio For Strings” by American composer Samuel Barber, a piece often associated with funerals.
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The Burnt Offering ad was developed at RKCR/Y&R, London, by creative director Mark Roalfe, copywriters/art directors Mark Waldron and Dave Godfree, planners Ben Kay and Liz Wolstenholme, account director Elizabeth Blatch, account manager Josh Harris, agency producer Ruth Bradley and Amanda Gower. Media was handled by Fleur Hoiles at Mindshare.
Filming was shot by director Guy Manwaring via Sonny London, with producer Alice Grant and director of photography Nanu Segal, steadicam operator Simon Baker, production designer Hugo Luczyc-Wyhowski, costume designer Spencer Horne, and deputy head of TV Jody Allison.
Sound was designed and mixed by Anthony at Factory Studios
Samuel Barber’s Adagio for Strings is one of the most solemn and evocative pieces of American music. Originally the slow movement of Barber’s string quartet, the music was orchestrated for a larger group of strings, and in that version it was championed by conductor Arturo Toscanini, who conducted the world premiere in a live radio broadcast in 1938. Since then, the Adagio has often been called upon to serve in times of great emotional stress. The piece was played at the funeral of Princess Grace of Monaco and at the funeral of Albert Einstein and was broadcast over the radio at the announcement of Franklin Roosevelt’s death. It was performed in 2001 at Last Night of the Proms in the Royal Albert Hall to commemorate the victims of the September 11 attacks, replacing the traditional upbeat patriotic songs. It was also played during the opening ceremonies of the Vancouver 2010 Winter Olympics. On April 13, 2010 Adagio for Strings was performed at the special joint session of the Polish Parliament and Senate three days after the tragic plane crash.