US Creative Work of the Week: Kids try to help out in the kitchen in this poignant Uncle Ben’s ad

Uncle Ben's

Many parents choose to keep their children out of the kitchen while preparing meals, and for good reason – burning stoves, boiling water and raw food don’t exactly scream “kid-friendly.”

But a new campaign created by BBDO San Francisco for Uncle Ben’s might make parents think twice about keeping their kids out of the kitchen during meal prep.

In a video called ‘Kitchen Wall,’ kids are shown mirroring their parents' actions while they cook, except the children are using toy foods and utensils while their moms & dads use real ones.

About halfway through the film, it becomes apparent that the children are genuinely curious about cooking and want to help out with actual meal preparations. But when they try to help out, they're told to go back to their toys.

The film ends with the message, "Your kids want to learn to cook. They just need an invitation," reminding parents that learning to cook is a useful skill for kids to learn that can put them on a path to a healthier future.

The ad, which has been voted by readers as US Creative Work of the Week, is part of Uncle Ben’s ongoing mission to get kids cooking. Online, parents can visit the brand’s Ben Beginners hub, which features interactive cooking lessons and family-friendly recipes. Families are encouraged to share their cooking photos with the hashtag ‘#LookWhatWeMade.’

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

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