Bestads Best TV / Film of the Week: Griffin’s ‘Life Needs A Biscuit’ via Motion Sickness

Why It Matters

The campaign demonstrates how serialized, bite‑size storytelling can elevate a legacy food brand, driving stronger emotional resonance and digital engagement in a crowded market.

Key Takeaways

• Griffin's launches 24‑film micro‑doc series celebrating daily life.
• Directed by Florian Habicht, each episode captures authentic New Zealand moments.
• Ogilvy Paris exec praises consistent craft and human‑centric storytelling.
• Campaign leverages binge‑watch format to deepen brand‑consumer connection.
• Bestadsontv highlights the work as this week’s top global ad.

Pulse Analysis

The rise of micro‑documentary series is reshaping brand communication, offering advertisers a way to weave narrative depth into short, shareable formats. Griffin’s *Life Needs A Biscuit* taps this trend by delivering 24 concise films that mirror a single day in Aotearoa, turning everyday rituals into compelling content. By situating the series on a dedicated website, the brand creates a binge‑ready experience that aligns with contemporary viewing habits, encouraging repeat visits and prolonged exposure to the brand’s messaging.

Creative leadership plays a pivotal role in translating such concepts into award‑winning work. Benjamin Bregeault, executive creative director at Ogilvy Paris, highlighted the series’ "spot‑on direction" and its "authentic feel," noting the seamless blend of humor and bittersweet moments. The involvement of a seasoned director like Florian Habicht ensures visual consistency across episodes, while Bestadsontv’s platform provides a global stage that validates the campaign’s artistic merit. This endorsement signals to peers that high‑quality, human‑centric storytelling remains a differentiator in the advertising ecosystem.

From a business perspective, Griffin’s approach leverages storytelling to deepen brand affinity and drive digital engagement metrics. The episodic format encourages viewers to return for each new installment, generating sustained traffic to the campaign hub and creating opportunities for data collection on viewer behavior. Moreover, the human‑focused narrative aligns with consumer demand for authenticity, potentially translating into stronger purchase intent for Griffin’s products. As brands seek to cut through advertising clutter, the success of *Life Needs A Biscuit* illustrates the commercial upside of marrying creative craftsmanship with strategic, platform‑native distribution.