Provita goes high tech

The latest TV commercial for Provita whole-wheat crisp bread filmed by director Paul Miros and producer Gary Webb of Miros Films for Guru Advertising, takes a step away from the traditional 'wheat field' type of advertising associated with the brand into a new futuristic era.

Download and view the ad (1,579 KB)

The advert - the first TV commercial for Provita in almost seven years - opens in a modern, high-tech kitchen with a mother preparing a meal for her children. We are aware we are in some era in the future as through the window behind her we are able to see a futurist scene of a city in an age yet to come. The message is that even with all the changes and advances that may come in the future, Provita will still be a trusted food source for those who care for the health of their families.

Paul Miros says: "We liked the idea of doing something different for the brand and moving away from the clichéd sunlight and wheat field-type setting. The challenge in this instance was to try and make the ad appear futuristic without overdoing it and making it too over-the-top. The holographic touches were what helped create that mood for us."

Guru Advertising creative director, Garth Palmer, says: "Both the client and ourselves are thrilled with the outcome of the ad. With the help of Paul and his team, we've managed to create a fresh new approach for the brand that is sure to be well received by our target audience."