Across Europe Elvea is well known for its high quality tinned tomato products. For the first time they have created a complete pasta sauce and they commissioned me to create an ad to promote it. This product is differentiated by the simplicity and healthiness of its ingredients: an important factor, but also that the customer can make a healthy meal quickly and easily.

To highlight the element of ‘speed’ I decided to make a 15 second ad with a ticking clock soundtrack. I played with the ingredients and used extremely quick edits to get the point across to the target market of young people, particularly discerning students.