Ad Analysis: Tilda "Heart of the family" x Isobel Oct 2022 Campaign

For my first ad analysis on this blog, I wanted to look at the Tilda's "Heartbeat of the family" TV advert created by the London-based creative agency Isobel. Released just in time for Diwali last year, I think this is a really clever, empathetic and stimulating ad that does a great job of championing Tilda's brand heritage in multicultural Britain.

Some background

Rice is the principle carbohydrate in many if not most of international diets. Risotto, sushi, jollof, paella, biryani, egg-fried; There are so many beautiful and unique ways families around the world consume this iconic grass seed. The preparation of rice is another highly diverse practice. Brazilians like myself often eat rice every single day - no washing, fry it up in some neutral oil, garlic and onion, two cups of water per cup of rice, slip the lid on once it simmers and do not touch it until you hear the soft crackling sounds of perfectly done fluffy rice. I have friends who religiously wash rice until the water runs crystal clear, I have friends who abandon measuring altogether and use a strainer once cooked, some add stock to the water in a pot for flavour, some rely on a rice cooker for perfection with ease.

As the leading rice brand in the UK, Tilda recognises its history and success is inexorably linked to multicultural Britain's history and successes. Despite being a foreign seed to this nation's soil, the trusty grain was purchased by 88% of households in 2021 and has seen a 530% rise in consumption since the 1970s. Coincidentally, Tilda was founded in 1970 and the company proudly acknowledges the role of immigrant families and their British descendents in the success of the brand as outlined under "Our History" on their website. Tilda states that their aim is "to inspire and enable a wide range of consumers from different backgrounds and life stages to try new flavours and discover new cultures" and the "Heartbeat of the family" campaign does this incredibly well while simultaneously promoting the brand's pride in supplying quality basmati rice to diverse national communities.

The Ad

Only 30 seconds long, this joyful advert is a feast of interesting sounds and visuals.

Sounds:

Something I love seeing in video adverts is the ASMR-like use of diegetic sound to ground the audience in their senses and draw them into the world of the ad. A constant pulse of rhythm scores the Tilda ad with the heartbeat emblematic of the life sustaining-ness of rice as a food but also its life sustaining-ness in terms of how it is used to keep traditions alive.

The ad begins setting the tone with the uniquely human rhythmic percussion of hands on a drum, the sounds of rice bags like maracas, gurgles of boiling water, more hand-held drums, fruit dropped on a counter, a packet ripped, knife crushing garlic, blender roaring, aromatics frying, tap washing grains of rice. People and children speaking, laughing, running, squealing, mmming and awwing. Fire alarm, chopping onions - you get the gist. Finally a suspended silence for that first taste taken by the traditionally dressed grandmother - she warmly approves and celebration ensues. Back to the heartbeat of the drums.

Visuals

Visually, we see an abundance of spices, colourful aromatics, close up shots of hands, food, smiling faces, messy counters and Tilda rice packets of course. The brand expertly weaves itself into the video without being obnoxious - something that can be quite tricky to do - making us feel like it naturally belongs in the mess of every kitchen counter. Everything is fast-paced and immersive, zipping you through these rich scenes to the beating of the drums. The dynamism of the shots compel and energise the audience and I also appreciate how the warm-tone that saturates each frame gives way to a cosy general atmosphere, compatible with the comfort and nostalgia of the different family settings they show. Each group shown celebrates and champions a different form of rice and invites the audience to join in the game of 'spot your traditional dish!' as it quickly jumps scene to scene - look that's just like Mum's tahdig!

Overall

As previously stated, a brilliant creative choice was to not have a soundtrack or jaunting narration that disconnects us from the scene. There was a choice as well to not show isolating wide shots or long-dialogue. It feels like everything is designed to lure you into that last bite taken of rice, the money shot for the brand. We are pulsed through natural visuals and sounds to the extent that we are so grounded in our senses and so close to what we are being shown that you can't help but taste the food too. If you are a sufferer like me from synesthesia then please let me take you on this tangent to argue that I think there is even an inherent connection between the humble drum beat and the humble grain of rice, the steady foundation to every song against the steady foundation of every meal (indulge me and agree please). Uniquely coming out before Diwali in a country where companies fight to have the best Christmas ad, Tilda was proudly making a statement - every culture and community in the UK matters to us.

Bibliography

https://www.riceassociation.org.uk/

https://www.talkingretail.com/products-news/grocery/tilda-launches-its-first-tv-ad-for-diwali-11-10-2022/