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Bisto: Sticking Together
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Bisto returns to TV with the first new campaign since Spare Chair Sundays in 2015, with a heart-warming ad which celebrates the powerful role of the roast in keeping friendships nourished. Created by McCann London, “Sticking Together” tells the touching through-the-ages story of two women’s friendship over the course of 30-years and many shared roasts. From Sundays spent at each other’s houses, to student digs, to boyfriends, to break-ups, to finally having families of their own; the spot champions the humble Sunday roast as a timeless bonding ritual. The glue that keeps their friendship strong when everything else around them is changing. Devised in-between lockdowns, this campaign was inspired by the 2020/2021 cultural narrative around friendships; the strain placed on them by lockdown, and the realization that we could all put more effort into them. The result is a potent and timely message as we enter the first roast season post-COVID: A well-nurtured friendship can bring so much richness to life; and inviting someone round for a roast is a real investment in it. The film was directed by Sweetshop’s Nicolas Jack Davies, the director behind last year’s ground-breaking Starbuck’s commercial “What’s Your Name”. Nick elegantly brought together the highs and lows of an ever growing and evolving friendship in his distinctly human and emotive style. The film ultimately reminds us of the good times that are had, when we come together around good food.
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