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We can't get enough of making food look beautiful, but the reality is that cooking and eating can be a pretty inelegant affair.

Leo Burnett has embraced that idea in this Co-op spot, which highlights the supermarket’s free-range eggs and all-British beef, pork and chicken. The ad rolls through a merry-go-round of people of all ages cramming food into their mouths, talking as they chew, slopping around gravy, batter and mayo, and generally making a right old mess. The work was written by Graham Lakeland, art directed by Richard Robinson and directed by Ada Bligaard Søby through Sonny.