The Drum Awards for Marketing - Extended Deadline

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By Minda Smiley, Reporter

October 28, 2015 | 2 min read

Rice brand Uncle Ben’s has rolled out a video that aims to show parents that cooking is just as vital a skill as reading or writing.

Created by BBDO San Francisco, the short video has been voted by US Creative Work readers as Ad of the Week.

In the ad, a wide range of parents are asked if they would sign up for ‘HomeworkDirect,’ a service that does children’s homework for them. The parents are unsurprisingly against the idea since they think it’s important for the children to actually learn the information that they are taught in school.

Then the ad states: “Every parent wants their kids to learn, but there’s one thing we’re not teaching them: how to cook” to drive the message home.

The short film encourages parents to visit the brand’s ‘Ben’s Beginners’ site, which provides information about its kids’ cooking contest along with recipes that are suitable for children.

If you’d like to vote for next week’s winner, visit our US Creative Department here. The ad that receives the most votes will be named ‘US Ad of the Week’ next Wednesday.

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