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TBWA\Dublin and SuperValu take us on journey back to the start. April 23, 2021 To help combat kitchen fatigue, SuperValu has just launched their new ‘Freshly Prepared By SuperValu’ range of over 90 meals and side dishes, giving hungry shoppers a hassle-free, healthy alternative to cooking. To launch the new range, TBWA\Dublin has taken a novel approach to storytelling in a new TVC. The film begins moments before the first bite is taken out of a delicious spread of food, and immediately lets us know this story is being told differently. The entire film plays out in reverse. From a mind bending jus being un-poured over an unbelievable spread, to a red pepper un-slicing itself in vivid slow-motion, the story of serving a delicious cooked meal unfolds. We see visceral shots of real, wholesome food overlayed with a composed track that brings a unique energy to the new way of storytelling. ....