It's rare (and probably unprecedented) that we'd recommend watching 5-minute ads for pre-packaged Mexican food, but these are worth making an exception.
In Grey London's first work as the lead agency for General Mills U.K., the agency takes two food-savvy Brits—a butcher and fishmonger—to Mexico for a culinary tour of Puebla and Ensenada.
The "Cook Like the Locals" campaign is anchored by two long-form clips from the British duo's tour. They explore the traditions and techniques behind dishes like chicken tinga and Baja fish tacos, which also happen to be two of the dishes featured in Old El Paso's new "Restaurante" line of soft taco kits.
While a lot of brands ruin these kinds of travelogues by forcing the inclusion of their own products to manufacture a sense of authenticity, Grey and Old El Paso deserve credit for letting the real Mexican cooks highlight their own creations, which look absolutely amazing.
"Our new Old El Paso Restaurante range is inspired by authentic, traditional Mexican recipes and we wanted this campaign to hero that," said Katy Jones, senior brand manager for General Mills. "The team at Grey understood that from the start, and the Cook Like the Locals concept is spot on."
Check out both of the spots, and the production credits, below:
Campaign: "Cook Like the Locals"
Client: General Mills, Old El Paso U.K.
Senior Brand Manager: Katy Jones
Executive Creative Director: Ben Clapp
Copywriter: Ben Buswell
Art Director: Andrew Singleton
Business Director: Tamara Bennett
Account Director: Erika Bataillard
Account Executive: Seb Cohen
Agency Producer: Jennifer Gillen
Planner: Andy Hyland
Media Agency: UM
Media Planner: Maxim Kabakov
Production Company: Firecracker
Director: Rod Main
Editors: Matt Newman, Craig Coole, Michele Difrancesco
Producer: Jayde Thomas
Designer: Beatriz Coias
Director of Photography: Dave Miller
Audio Postproduction: Greyworks