• by Amy Corr  @MediaPostOTL, November 3, 2015

Uncle Ben's wants parents to care as much about teaching their children to cook as they do about their education in school. "HomeworkDirect" is a 2-minute video running online that shows families at a trade show learning about new educational resources. One company asks for a handwriting sample so it can do kids' homework for them. Parents are appalled. Kids want to know where to register. As parents talk about how they want kids to learn for themselves, the twist is revealed: "HomeworkDirect" employees ask parents if they've been teaching their kids how to cook. The answer is always "no." The video aims to position the importance of teaching kids to cook at a young age as similar to teaching reading and writing. See it here, created by BBDO San Francisco.