Created by M&C Saatchi, the "Kingsmill Crusts Away" campaign highlights the fact that "kids really hate crusts".
Executions include scenes where a young girl uses a pogo stick to destroy her crusts, a boy hits a rolled-up ball of crusts with a golf club, a toy train runs over a crust tied to a train line and a piece of crust gets dragged along by a toy car.
After this, a voiceover says: "For kids that really really hate crusts... new Kingsmill Crusts Away! We've cut them off so there's no leftovers."
Kingsmill's new strapline then appears on screen "Love bread. Love Kingsmill".
Jon Wilson, marketing director at Kingsmill, said: "The new TV commercial is part of an initial 拢3m marketing spend and brings to life kids' dislike of crusts in a fun and humorous way."
According to Kingsmill, Kingsmill Crusts Away is the answer to research that shows 40% of mothers cut the crusts off their children's sandwiches.
Jeremy Hemmings, group account director on the business at M&C Saatchi, said: "It's great when you get a brief with not only strong insight, but a product with a brilliant innovation.
"It gave us a great opportunity to break some category rules and have some real fun with the advertising."
Copywriter on the spot is Orlando Warner, art director is Simon Briscoe, while media agency is ZenithOptimedia. The director is Jeff Stark, through post-production company MPC.
M&C Saatchi won the 拢5m Kingsmill business in February this year, after owner Allied Bakeries' split with JWT.
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