Despite feeling like there is some interesting thought behind it, and despite being an interesting idea; I just don't feel any warmth towards the new Kingsmill campaign.
It seems like a good idea that has been lost somewhere along the way, and ended up being too long, too complex, and with quirkiness that has faded into weirdness.
It's a shame, as there is a lot of potential here to be saying something different around bread. The idea can be taken into lots of areas, they have already started doing Vox Pop versions, though a batch of B3TA style responses might affect that.
I think its just the execution here that is lacking for me.