The Red Brick Road created the new ad, which will first air on TV on 18 October during an episode of The X Factor on ITV.
The spot opens in Tuscany before moving to India and then Thailand, repeatedly flitting between shots of local culture, exotic ingredients and freshly-made soups in each location. The ad is backed by a £1 million media spend, which includes radio, outdoor and online executions.
Gavin White, the marketing director at Glorious!, said: "The brand is at a pivotal point in its history where we need to let more people know about our bold, adventurous soups.
"This campaign embodies our brand story in an evocative way and we are delighted by how The Red Brick Road have brought our brand proposition to life."
This is The Red Brick Road’s first campaign for Glorious since winning the brand’s advertising account in August 2015. Albion was the incumbent on the account, and only picked it up in January of the same year.
The work was written by Peter Crothers, art directed by David Fitzsimons, and directed by Jason Lowe through 2AM Films.
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