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Glorious!, the soup brand, highlights the lengths its chefs go to find new recipes in its £1 million debut TV campaign.

The Red Brick Road created the ad, which launches on 18 October during The X Factor on ITV. It opens in Tuscany before moving to India and Thailand, repeatedly flitting between snapshots of local culture, exotic ingredients and freshly made soups. The spot is backed by radio, outdoor and online activity. This is The Red Brick Road’s first campaign for Glorious! since winning its advertising account in August. The work was written by Peter Crothers, art directed by David Fitzsimons and directed by Jason Lowe through 2AM.