TV Dinners: Mother London Serves Up Seconds for Gousto

Start with a generous slice of media-savvy social satire. Add a dash of surrealism, but keep the mix firmly focused on brand. And voila! Mother London’s latest Gousto campaign hits screens across the U.K.

Past efforts for the meal-kit provider parodied period costume epics. This year’s menu follows a similar stylistic recipe, sending up ever-popular courtroom dramas with goofy flair:

“Over the past few years, the question of ‘What’s for dinner?’ has been overshadowed by ‘What shall we watch?’ Gousto’s ‘Steal the Show’ campaign gives dinner its rightful place back as the evening’s headline attraction,” say Mother CDs Oli Rimoldi & Anthony Montagne.

Our verdict? It’s funny fare, but not spit-out-your-food hilarious. Fine-tuned from 2023, the approach feels odd enough to capture eyeballs. (Plenty of which, let’s face it, will be glued to TVs at family mealtime no matter what.)

The spot dropped this week, backed by OOH and radio.

CREDITS

Creative agency: Mother London 
Strategy: Mother London
Creative: Mother London
Production agency (TV): Arts & Sciences
Director: Tim McNaughton of The Bobbsey Twins from Homicide 
Media agency: the7stars