Anchor Cheddar "perfect picnic" by Creature

Anchor's new spot for its range of cheddar cheese is a mixture of CGI and genteel humour, and it feels a long way from its previous campaigns.

This is to be expected, since Anchor parted ways with CHI & Partners, its creative agency of 11 years, last year and appointed Creature in its place. The ad opens on a family of furry monsters, known as Hugglers, having a picnic and shows the father trying to get rid of his son so that he can enjoy a few minutes of romance with his wife. It was created by Sam Bishop and Mike Eichler, and directed by Kyra & Constantin – who are fast becoming the go-to guys for CGI creatures – through Passion.