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Heinz has released a 30-second TV ad aimed at parents. The spot was created by Abbott Mead Vickers BBDO and features two young brothers. The older of the two tries to play games with his younger sibling, who is dreadful at them. At dinner, the older brother gives the younger one a forkful of his beans to help "grow him up a bit". The ad ends with the line: "For kids that are full of beanz, it has to be Heinz." The work was written by Rich McGrann, art directed by Andy Clough and directed by Benito Montorio through Blink.