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Taste Inc, the microwavable-snack brand, has released a series of ads that will air on video-on-demand channels. Cheethambell JWT created the spots, which show video-game characters dealing with being paused in awkward situations while the player gets up to microwave a Taste Inc burger. The work was written by Andy Huntingdon, art directed by Martin Smith and directed by Ben Haworth through Flipbook.