This story (but not the siren call of sexy slo-mo food imagery) begins in April 2013. Wieden + Kennedy UK brought food sex into Australian living rooms.

A year later, W+K changed the metaphor…and became part of the year of – well, out there in both senses – astronaut ads.

BWM has taken food porn into a new realm for Leggo’s. Sure, the agency says its about inspiring Aussie to be confident in the kitchen, “adding a pinch of this and a dash of that, to make authentic Italian flavours their own, recognising what the household cook brings to the perfect dish.” But the hint of a game of domination is the highlight of the story. It’s kinda fun. Very Italian. And very sexy.

Suzanne Harman, chief marketing officer from Simplot, said, “Reinvigorating Leggo’s classic tomato paste and pasta sauce range was part of our strategy to remind Australians about the endless possibilities that are achievable with the perfect yet simple tomato base…”

BWM found a possibility that’s rather more spicy than its competitors’ have. And all hail to The Sweet Shop for the production values on this ad.

Creative credits:

Creative agency: BWM

Executive creative director: Murray White

Senior writer: Mike Lee

Associate creative art director: Tim Gill

Production company: The Sweet Shop 

Director: Campbell Hooper

Managing Director: Wilf Sweetland

Executive Producer: Edward Pontifex

Producer: Allison Lockwood

DOP: Jeremy Rouse

Editor: Campbell Hooper

Grade & Online: Method Studios

Sound: Risk