This Man’s Insane, Towering Cheese Sculpture Is a Giant Monument to Chutney

A nod to Close Encounters of the Third Kind

This commercial takes the concept of artisanal cheese to a whole new level—and it's not even trying to sell cheese.

In an amusing 30-second spot for Branston Chutney, Mcgarrybowen channels a classic scene from Steven Spielberg's Close Encounters of the Third Kind. But instead of Richard Dreyfuss shaping an alien-inspired, mashed-potato sculpture, it's some guy who's not Richard Dreyfuss topping off his own intricately-carved fromage masterpiece, with a cracker and schmear of chutney.

Three new Branston flavors: Mediterranean Tomato, Caramelized Onion and Orchard Fruit, apparently served as muses to the spot's hero. (Extraterrestrials, as far as we know, didn't enter into the equation.)

"Whatever you make, make it special," the voiceover says. The ad, titled "Chutney Mountain," certainly embodies that spirit, in a slightly unhinged kind of way. It's not as sweet as Branston's "The Apologist" from a few years back, but some viewers might find it less sappy and possibly more memorable. Of course, there's also the likelihood that everyone who watches it will just end up craving cheese over chutney.

CREDITS

Brand: Branston Chutney
Agency: Mcgarrybowen
Client: Mizkan Europe
Campaign Managers: Lorna Kimberley, Victoria Adams
Executive Creative Directors: Paul Jordan, Angus Macadam
Creative Team: Will Grave, Yury Vorobev
Planning: Kevin Chesters, Nicole Kirkland, Rhonwen Lally
Business Director: Robbie Black
Account Director: Susan Lawlor
Account Manager: Nicole Avery
Producers: Abbi Tarrant, Charlotte Stirrup
Production Company: Rogue
Director: Sam Brown
Producer: Kate Hitchings
Postpproduction: The Mill
Audio: GCRS
Media Planning: UM London
Food Stylist: Clare Ferguson