• Product/Brand - Sharwoods
• Spot - Bring On The Colour
• Music Title - Make It, Take It
• Artist - Amanda Blank
• Composer - Blank
• Publisher - Downtown Music
• Master Rights - [PIAS] Cooperative
• Music Supervisor - FRUKT
• Ad Agency - McCann London
• Creatives - Claire Hopkins
• Film Company - Blinkink
• Film Director - Catherine Losing
• Air Date - 6/10/15

Sharwoods’ latest Stir Fry Melts spot certainly marks a break with tradition.

Established in 1889, the Sharwoods brand has become synonymous with the sort of authentic Asian cuisine which British families love.

Previous TV campaigns have played on the provenance of its pastes and powders with footage of UK chefs trawling Thai markets for the freshest herbs and spices and ornately decorated Indian buses on English country lanes in search of the hottest sauces in the village.

Now, in a bid to capture the hipper end of the singles market, agency McCann London has hired acclaimed stills photographer Catherine Losing to shoot a film showing just how cool cooking a curry in your own kitchen can be.

And with nary a sari in sight, Sharwoods’ Bring On The Colour commercial also boldly replaces the sub-continental soundtracks of the past with piece of pure pop by Downtown Records signed artist Amanda Blank.

Brand specialists FRUKT worked on the creative brief before approaching Charles Fitzgerald, Global Head of Sync and Brand at [PIAS] Cooperative – which exclusively licenses the US indie label’s catalogue for the World ex USA – with a request for something which “would bring out the colour in the clip.”

Originally released in 2009, Amanda Blank’s exuberant Make It, Take It is immediately reminiscent of Toni Basil’s Hey Mickey and Survivor by Destiny’s Child.

“We’ve always thought this track had energy and character and is still so current it would make a perfect sync,” Fitzgerald continues. “Once we saw it in the edit it really shone through.”