Work / Case 004

Nutella. Pass the good morning.

A 20-second breakfast film for Nutella UAE. One family, one sunlit kitchen, and a slice of toast that gets passed around the table. Every frame carries the line in English and Arabic.

SCROLL

ClientNutella UAE

ScopeTVC · Key visuals · Bilingual copy

Format20s film, 16:9

MarketUAE

01 / The idea

One slice of toast.Passed around the table.

Breakfast in a UAE home is rarely a quick bite on your own. It's a full table, and whatever's on it gets shared. We built the spot around that small habit: the slice you hand to someone across the table. In English the line is Pass the Good Morning. In Arabic it reads خلّ صباحك أحلى وشارك اللحظة, make your morning sweeter and share the moment. The two sit side by side in every frame, so neither one feels like a translation.

Format20-second TVC, 16:9

LanguagesEnglish and Arabic, side by side

CameraARRI Alexa 35, 35mm to 100mm macro

LightWarm UAE morning

02 / 00:00 / Macro spread

The morningstarts here.

We open close. A knife drags Nutella across seeded toast on a 100mm macro while the family sits soft in the background. Two seconds in, you know where you are and what's for breakfast.

FRAME / 00:00 Macro shot of a knife spreading Nutella on seeded toast, with the jar and a blurred family at the breakfast table behind

03 / 00:03 to 00:09 / The pass

Pass thegood morning.

Mum spreads the first slice. It goes across the table to the kids and back to Dad, who adds banana and makes it his own. Three short beats, three lines: Made to Share, Pass the Good Morning, Top It Your Way. The jar stays in the middle of the table the whole time.

FRAME / 00:06 A smiling son hands a slice of Nutella toast to his father across a sunlit breakfast table, the jar between them

BEAT BOARD Three frames in a row: a mother spreading Nutella on toast, a son passing the slice to his father, and the father topping his toast with banana

Three frames in a row: a mother spreading Nutella on toast, a son passing the slice to his father, and the father topping his toast with banana

04 / 00:12 / Overhead table

Good morningsgather here.

Then the camera goes straight overhead. Hands reach in from every side for toast, strawberries and banana, and the jar sits right where everyone can get to it. It's the shot that says the idea without a word.

FRAME / 00:12 Overhead view of a breakfast table with Nutella toast, berries, sliced banana, orange juice and the jar in the middle as family hands reach in

Overhead view of a breakfast table with Nutella toast, berries, sliced banana, orange juice and the jar in the middle as family hands reach in

05 / 00:18 / Product hero

One jar.The whole table.

We finish on the jar in sharp focus, a banana-topped slice beside it and the family still laughing behind. The hashtag runs in both languages, #PassTheGoodMorning and #شارك_صباحك, so the film hands straight over to social.

FRAME / 00:18 A Nutella jar in sharp focus next to toast topped with banana slices, with the family blurred and smiling in the background

06 / The camera plan

Planned frame by frame.Lens by lens.

The spot comes with a DOP board that maps every beat to its timecode, from the macro spread at 00:00 to the end frame at 00:20. One camera, four lenses from 35mm to a 100mm macro, and the same warm morning light throughout. Nothing on set is left to figure out on the day.

DOP BOARD

SEQUENCE BOARD Six frames of the Nutella spot in a grid: macro spread, mother spreading toast, the pass, father topping with banana, overhead table and product hero

Six frames of the Nutella spot in a grid: macro spread, mother spreading toast, the pass, father topping with banana, overhead table and product hero

MASTER FRAME / 16:9 Wide master frame of the family at breakfast, the son passing Nutella toast to his father while mother and daughter smile, with the bilingual line and hashtags top left

Wide master frame of the family at breakfast, the son passing Nutella toast to his father while mother and daughter smile, with the bilingual line and hashtags top left

07 / Next

Working onsomething like this?

Send us the brief and we will tell you what it costs and how long it takes. A person reads it and comes back within one working day with the scope and the price.

Send a brief→ View all case studies