Wonder Bread takes its fair share of abuse, but this campaign from Canada is a lot of fun—appropriately light and fluffy, and more fulfilling than you might think.
Produced by The Hive in Toronto, five ads use a pleasant stop-motion technique to show someone making a sandwich—though actually, it looks like the sandwich is making itself. The person is then heard in voiceover having a conversation with a loved one—a chat that is then cleverly mirrored somehow in the prep of the sandwich itself.
Example: A son who has recently gone off to college gets a call from his mom. As they're talking, he seems mildly exasperated by her questions about whether he's homesick. He flatly denies it. Yet we see that he's cutting the crusts off his PB&J, undercutting his protestations subtly and delightfully.
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