The King's Arms creates two New York Bagels ads
Watch The King's Arms' two new national TV ads for New York Bagels here.
The agency's first work for the brand since winning the business earlier this year centres around the theme of 'love' and will introduce the new campaign endline, 'I [heart] NY Bagels'.
The first execution features a range of vignettes showing people eating their bagels in their own individual way, with the poem 'How do I love thee' by Elizabeth Barrett-Browning providing the narrative.
The second ad goes for a more light-hearted approach and features people being selfish to enjoy their bagel. It is set to Al Bowlly's 1930s song 'Love Is the Sweetest Thing'.
Guy Hall, marketing director at The New York Bakery Company, said: “The aim of the creative is to build awareness of the bagel category by showing different usage occasions whilst building an emotional link to the New York Bakery Co brand.”
The ads, produced by Chief TV and directed by Marc Ingham and Ben Tonge, are backed by a national press campaign which introduces two new varieties of bagels. Media planning and buying is through The Media Shop.