• by Karlene Lukovitz  @KLmarketdaily, March 27, 2019

New creative for Uncle Ben’s, from BBDO San Francisco, employs one of the timeless songs of George and Ira Gershwin to appeal to today’s young adults. 

Two of the ads -- which continue Uncle Ben’s’ “Cooking Brings Us Closer” campaign theme -- are the brand's first new TV spots since 2016. 

They feature a couple semi-singing to “Let’s Call the Whole Thing Off,” as they realize that they’ll need to compromise for the good of their relationship -- but also discover that they’re at least in agreement about cooking with Uncle Ben’s Ready Rice. 

A 30-second version (below) takes place as the two unpack to move in together. In a second, 15-second spot, the woman is now pregnant, and the two share a tender, baby-kicking moment, as well as another meal-in-a-skillet cooking session with Uncle Ben’s. 

A two-minute version for online incorporates both of those vignettes, but delivers more context -- including a brief, angry spat that adds a dose of realism to the sweetness of the abbreviated TV ads.