Nigella Lawson goes one hundred years into Whittaker's past

  • Advertising
  • May 14, 2018
  • StopPress Team
Nigella Lawson goes one hundred years into Whittaker's past

Nigella Lawson is back on the screens for Whittaker’s and in this spot, she’s taken a step back in time to where it all started and how it got to where it is today—two new caramel products.

Last week the brand launched its 33 percent Creamy Caramel and 62 percent Dark Salted Caramel bars which each get a shout out by Lawson.

By Assignment Group and Flying Fish, the 30-second TVC tells the story of how James Henry Whittaker came to New Zealand to find a better way and leading the journey is Lawson. Her outfit changes transition the spot from generation to generation until she ends in the present, with the brand’s new caramel products.

Director Gregor Nicholas says when he first read the script, the visuals were leaping off the page and, for him, it was all about creating a vivid sense of being there.

"Believing that Nigella has travelled back in time as our guide - going back over a hundred years. Our amazing costume designers and art department did an incredible job making every era look truly authentic. And of course, Nigella’s playful performance adds beautiful moments of whimsy throughout the entire journey."

As she ends sitting on the couch about to indulge in the new chocolate, it looks like she will get to enjoy the chocolate for herself, after her previous appearance in a Whittaker’s spot saw friends Stephen Fry, Joanna Lumley and Bill Bailey take it all for themselves.

That spot was filmed in London while the most recent story was shot in various locations in and around Auckland.


Agency: Assignment
CD/Art Director: Chris Bleackley
CD/Writer: John Plimmer
Producer: Juliet Dreaver

Production Company: Flying Fish
Director: Gregor Nicholas
Producer: Penelope Sinclair
EP: James Moore
DP: John Toon
Production Designer: Sarah Cooper
Costume Designer (Nigella): Karen Inderbitzen-Waller
Costume Designer: Kristin Seth
Editor: Alex O’Shaughnessy
Post: MandyVFX
Post Supervisor: Anita Ward
VFX Artists: James Corden, Puck Murphy

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit