Baking Brand Silver Spoon Tells a Story Through Time

Acclaimed director Abel Rubinstein’s delightful new campaign for Silver Spoon tells a story through time. Centring around a handed-down Victoria sponge recipe, the campaign depicts the baking of one cake recipe across 50 years. The film is backed by a rerecord of the classic Kinks track, 'Victoria.'

At age 26, Abel has already enjoyed huge directorial success. His Life In Love series is currently airing on ITV. 

As a writer and director, Abel's incredible work showcases the rich diversity of young queer identities and explores complex themes of gender and identity. His unique perspective has been recognised as an authentic voice of his generation, making his work truly special. Abel's latest film 'Mars', featuring the talented Yasmin Finney premiered at this year's Tribeca Film Festival. The film was met with much acclaim and a clear indication that we have a young genius waiting in the wings.

Abel said, "My first venture into ad land has been a fabulous experience. I especially enjoyed finding the beauty in the quietness of the everyday. A huge thanks to Ourselves and Silver Spoon and I hope they’ll have me back."

Jack Newman, managing director of Bullion Productions said, "There’s no mistaking, Abel is a huge talent. We knew he was special within seconds of meeting him and we’re glad the industry has seen this as well. A huge thanks to our agency friends at Ourselves for taking a chance on a new director and we’re thrilled it’s paid off."