MOMO THINKS NOSTALGIC CHARM
FOR THINKING JUICE AND WYKE FARMS, JUL'07

Creative agency Thinking Juice has commissioned Momo:timo to score their 30sec ad for West Country cheese supremos, Wyke Farms.

Traditional values are at the core of Wyke's brand, as illustrated by their new TV campaign, which highlights a series of ways in which production at the Somerset farm has turned hi-tech without compromising old-fashioned integrity. Or, I should say, taste.

A degree of nostalgia and feel-good seemed to be what was wanted in musical terms – friendly tradition. Wyke's cheddars are certainly pretty tasty, as our local shop has helped me discover over the years (try the Simply Gorgeous stuff if you can find it – it is). But this means I felt some caution about turning viewers' stomachs with whatever dairy-based score I would have to develop under a tight production.

Now, obviously I've already mugged a long way with the Cheesy Music gag, but I could see I'd have to be careful.

Thankfully, the friendly but dangerously whimsical little motif that came to mind one afternoon seemed to be to the palet of client, agency and production company, answering their brief with an appropriate smile and some tangy upper notes.

You can hear the original sketch on the Demo pages. If, of course, you'd like to find out whether I got myself into a pickle. (Weak. Very weak.)

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