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New York Bakery Co. celebrates The Big Apple's beloved bagels.

"You’re either the king of the world or a nobody," a New York diner regular called George declares before his bagel arrives. "You think I’d have anything other than New York," he rants before claiming that any "imitations" of the classic New York bagel shouldn’t be called bagels at all. Eventually it is revealed that George is ranting to his grandkid, prompting the tagline: "New York or nothin".

Launched alongside print and digital activity, the work was created by Sam Daly and Rob Greaves, and directed by Tom Green through Stink Films.

Back in 2018, New York Bakery Co released a limited edition Bagel Beer.