The brief was to communicate the wholesome, natural, down-to-earth values of the soup and extolling its great taste. The idea ‘soup grown in the countryside’ was the inspiration for everyday city scenes with a country twist. All the vignettes are a light-hearted reference to our love for the countryside, especially when it comes to food. When combined with the Archers’ theme tune and a voice over by ‘The Good Life’s’ Felicity Kendal the result is an ad that juxtaposes the harsh, manic city lives many of us lead with the warm, innocent, wholesome lifestyle of the countryside.