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The Mr Kipling Exceedingly Good Cakes ad campaign is fun and lighthearted--just as desserts should be portrayed. With an added touch of whimsy, the campaign is perfect for the whole family. It centers around adorable dioramas of little figurines celebrating these delicious cakes.

Conceived and executed by JWT, an ad agency based in London, United Kingdom, the Mr Kipling Exceedingly Good Cakes ad campaign is clever and creative. From the Queen's Guard standing at attention by some unwrapped pastries to a colorful box used as a building, the images are filled with fantasy. Creatives Mark Campion and Adam Collins were joined by photographer Johanna Parkin and creative director Russell Ramsey to put together this cheerful ad campaign. It was retouched by John Proudfoot and Stuart Westcott.