Kenwood ad: How to Turn a Flour Disaster into a Creative Win

Kenwood, a British kitchen appliance manufacturer, has launched a vibrant new campaign to promote its Go Collection of compact appliances, targeting Gen Z audiences. Developed by M&C Saatchi UK, the campaign taps into the reality many young people face—limited kitchen space but boundless creativity. With fast-paced films, quirky humor, and visually arresting production, this campaign smartly aligns the product’s compact design with the modern lifestyle of its target demographic.

The Concept: Making Big Things Happen in Small Spaces

The central idea behind the Go Collection is making the most out of small spaces, an issue many Gen Zers can relate to, especially those living in small apartments or shared flats. The campaign cleverly turns this limitation into an opportunity for creative cooking with compact, efficient appliances. This resonates perfectly with the audience’s desire for functionality without compromising creativity.

The Films: Chaos to Success in 30 Seconds

The campaign features two 30-second films, The Flour and The Egg, both directed by Giacomo Boeri and produced by Utopia. These films are fast-paced, filled with hyperbolic disasters that transition into satisfying, “big” outcomes. In one, a small amount of flour leads to an extravagant success story; in the other, an egg unleashes a comedic chain of events. The films are entertaining, with stylish visuals juxtaposed against a deadpan voiceover by Sunil Patel, adding a matter-of-fact tone to the chaos.

The storytelling approach adds humor and relatability. It’s a playful representation of how a small ingredient can lead to impressive, large—scale results when combined with Kenwood’s Go Collection.

Visuals and Production: Fun, Stylish, and Hyperbolic

The visuals are strikingly bold and balanced between whimsy and sophistication. Shot in Milan, the films feature a variety of standout elements, including a real chihuahua, an intricately carved statue, and a meringue-inspired dress. These elements add a layer of surrealism and fun, emphasizing the idea that with the right tools, even the smallest things can turn into something impressive.

The stylized visuals work beautifully with the product’s appeal to a younger, visually driven audience. The dynamic pace, vibrant set designs, and colorful food styling make the films engaging, ensuring the audience stays hooked for the full 30 seconds.

The Campaign’s Appeal: Social-First and Gen Z-Focused

Kenwood and M&C Saatchi have taken a “social-first” approach, ensuring that the campaign speaks directly to Gen Z’s digital habits. By creating short, engaging content designed for platforms like Instagram, TikTok, and YouTube, the campaign effectively meets this audience where they are most active. The fast-paced, snackable nature of the content is perfectly suited for quick consumption and shareability, maximizing the potential for viral engagement.

Pros:

• Relatable Concept: The campaign perfectly taps into the lifestyle of Gen Zers, who often have limited kitchen space but still want to get creative.
• Strong Visual Appeal: Bold, playful visuals and hyperbolic scenarios create a fun and eye-catching narrative.
• Great Use of Humor: The deadpan narration by Sunil Patel adds an element of dry humor, making the chaos in the films all the more entertaining.
• Social-First Strategy: The campaign is designed to thrive on digital platforms, where the target audience spends the majority of their time.

Cons:

• Limited Focus on Product Features: While the campaign is engaging, it doesn’t spend much time on the specific features of the Go Collection appliances, which could leave viewers curious about the product’s actual functionality.
• Fast-Paced Editing: The rapid pacing, while visually exciting, might make it hard for some viewers to appreciate the products amidst the chaos fully.

Conclusion: A Fun, Youth-Oriented Campaign with a Compact Message

Kenwood’s Go Collection campaign is a well-crafted, visually striking effort that smartly speaks to the needs and tastes of Gen Z. By combining humor, fast-paced storytelling, and a social-first approach, it positions the Go Collection as the perfect tool for creative cooking in small spaces. While the ad doesn’t delve deeply into the product features, its engaging and fun tone is likely to capture the interest of its intended audience, driving both awareness and sales.

Credits
Zeno Adami – General Manager International Business, Capital Brands (DeLonghi Group) (former Global Brand Director, DeLonghi & Kenwood)
Vicky Rodford – Kenwood Senior Brand Manager – Delivery
Pascale LePoidevin – Kenwood Brand Manager – Delivery
Creative agency: M&C Saatchi UK
Executive Creative Director – Matt Lee
Creatives – Max Lowe and Amy Parkhill
Senior Film Producer – Dale Chapman
Managing Partner – Christian Davis
Account Director – Harry Patchett
Account Manager – Zizzy Lugg-Williams
Head of Strategy – Sophie Lean
Senior Strategist – Shaun Okoh
Head of Social – Selene Feigecele
Social strategy: M&C Saatchi Milan
Production company: Utopia
Director – Giacomo Boeri
CEO – Francesco di Trani
Senior Producer – Luigi Dalena
Producer – Giulia Gallo
Assistant Producer – Francesca Pirrelli
Production Manager – Giovanni La Monaca
Actors – Roberto Fella, Sophie Bercovich
Cinematographer – Emanuele Zarlenga
Set Designer – Monica Vittucci
Stylist – Monica Rodegher
Make-up Artists – Erica Vellini, Francesca Gennari
Hair Stylists – Maurizio Kulfer, Elena Greco
1st AD – Lisa Valcarenghi
Food Stylist – Serena Oliva
Photographer – Alessandro Dealberto
Post Supervisor – Luigi Dalena
Finance – Anna Carramusa
Post Production: The Blink Fish
Post-Producer – Matteo Grimaldi
VFX Supervisor – Irene Altobelli
Editors – Irene Altobelli, Jan Devetak
3D/Motion – Lorenzo Gianotti
VFX/Online – Giovanna Bonomi
Color Grading: Claudio Beltrambi
Motion Graphics: Vascolo Studio
Sound: Fullcode