In this tongue-and-cheek video by Future PR agency, Le Pain Quotidien invite us to be a voyeur to a seemingly sensuous bread-making process, before a surprising twist…

Relaxed, ambient guitar music accompanies the wholesome PQ process before the idyllic illusion screeches to a halt and a dark electronic pulse takes over, a quietly menacing JPML library track, contrasting the wholesome PQ approach to the dark side of commercial bread-making. 

Calm is restored, however, as our trusted PQ loaf makes an impressive reappearance at the close, to a reassuringly chilled track.

The music brings us on the journey of the advert, as the careful crafting of crusty, timeless loaf is contrasted with the chemical processes and artificial ingredients used to fabricate a plasticky sliced pan. The voiceover moves from luscious smooth-talking simplicity to frantic listing of increasingly complex chemical components. This, coupled with the musical contrasts, lets us know which bread we can trust.