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Oxo has launched a TV campaign to position the stock as "the magic cube". The abstract animated ad by JWT London features a woman chopping up food, which is represented as various children's play objects, such as a carrot that looks like a skipping rope. It aims to show how Oxo can transform any meal. The work was written by Bruno Xavier, art directed by Christiano Neves and directed by Conkerco through Academy. Animation was by PES.