Most people believe that babies are picky eaters. That they are the toughest food critics in the world. It’s one of the most widespread new parent fears. Wieden + Kennedy London has presented Sainsbury’s Little Ones baby food range as the solution to that problem, with the most irresistibly adorable 60-second film possible. A film of a baby banquet. We’d say a formal banquet, but babies don’t really get silver service – which is where so much of the “irresistibly adorable” comes in.

Credits:

Agency: Wieden & Kennedy London

Executive creative directors: Tony Davidson & Iain Tait
Creative directors: Sophie Bodoh & Scott Dungate
Creatives: Peter Browse & Tom Hall

Interactive designer: Tom Pounder
Group account director: Aaron Cole
Account director: Francesca Yeates
Account executive: Matt Whiteside
Planning director: Tom Lloyd
Planner: Rachel Hamburger
TV producer: Tom Dean
Project director: Mark D’Abreo
Senior business affairs manager: Alex Coomber

Production company: Friend
Director: Tim and Joe
Executive producer: Luke Jacobs
Line producer: Tom Ford
Director of photography: Theo Garland
Editing: Chris Roebuck @ TenThree

VFX company: Time Based Arts
Flame artist: Jamie Crofts
VFX producer: Sean Ewings
Colourist: Jack McGinity
Music company: Concorde Music
Sound company: Vaudeville
Sound designer & mixer: Tom Joyce