Creativity

A Straight-Talking NYC Bagel Seller Is the Star of This Hilariously Authentic Campaign

82-Year-Old Edna Shares Her Views on Yoga, Juice Diets and England

By Alexandra Jardine. Published on Sep 15, 2017

Editor's Pick

Casting real people in ads remains hugely popular in 2017 as brands seek authenticity, but it can be a hit-or-miss affair. U.K. bagel brand The New York Bakery has struck comedy gold, though, by casting a genuine New York bagel seller, 82-year-old called Edna, in a funny new U.K. TV and social campaign for the brand.

While the main 60-second commercial, seen here, may seem like something of a New York cliche, it's in the social media clips that Edna really comes into her own: her views on juice diets, England, yoga and social media are utterly hilarious (or will be to Brits, who perhaps haven't come across someone like her in real life).

Agency Now cast Edna on location, and Thirtytwo at Pulse directed. Now's Executive Creative Director Remco Graham comments in a statement: "Hats off to the client to agree to a constantly swearing, gum-chewing 5ft 82 year old non-actress. I've never been so scared for my life on a shoot and loved every minute."

The campaign represents the biggest marketing effort for the brand since it was founded in the 1990s and includes digital, social and and PR activity.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Sep 15, 2017
Agency:
Now
Client:
New York Bakery
Executive Creative Director:
Remco Graham
Creative Director:
Harv Bains
Creative Team:
Tom Devenport
Creative Team:
Aubrey O'Connell
Head of Film and Content:
Jeremy Muthana
Account Director:
Jack Howker
Account Manager:
Katy Stanage
Account Executive:
Sarah Maclean
Planner:
Amelia Wood
Head of Design:
Aaron Moss
Designer:
Luke McClure
Production:
Callum Furminger
Production:
Pulse
Director:
thirtytwo
Producer:
Shirley O'Connor
Director of Photography:
Charlotte Bruus Christensen

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.