A British supermarket has turned to a superhuman director to radically shift gears in its advertising. Waitrose's new campaign from BBH London is its first to focus on the grocery chain's culture and values as an employee-owned business. Looking for an emotional, cinematic approach, BBH brought in Tom Tagholm, the Park Pictures director whose triumphant "Meet the Superhumans" ad for the 2012 Paralympic Games won the Film Craft Grand Prix at Cannes last year. The new film, very nicely shot, tells a small, poignant story that brings to life a simple truth—that your commitment to something is usually related to how much of a stake you have in it. Just, you know, keep shopping at Waitrose. Don't start growing your own food for real. You may recognize the music, too. That's The Cinematic Orchestra's 2007 song "To Build a Home," previously used most notably in Guinness's famous basketball commercial. "This is the start of a wonderful new campaign; populist, emotive and uniquely Waitrose," says Sian Cook, strategic business lead at BBH. "We're very proud of it." CREDITS Client: Waitrose Marketing Director: Rupert Thomas Head of Marketing Communications: Rupert Ellwood Manager, Advertising: Joanne Massey Marketing Manager, Advertising: Libby Langridge Agency: BBH London Creative Team: Martha Riley and Richard Glendenning Creative Director: Ken Hoggins Strategic Business Lead: Sian Cook Team Director: Victoria Berthinussen Team Manager: Emma Donne Strategy Director: Tom Roach Head of Production: Davud Karbassioun Assistant Producer: Jemima Bowers Production Company: Park Pictures Director: Tom Tagholm Executive Producer: Stephen Brierley Producer: Fran Thompson DoP: Steve Annis Post Production: MPC Editor/Editing House: Tim Hardy @ Stitch Sound: Anthony @ Factory Studios