Vietnamese sandwich TV commercial project for Banhmi shop in the UK.
Banhmi shop in Leeds, UK, chose Right Media to produce a TV commercial introducing Vietnamese banh mi to European customers. Behind the shop is the story of Hung – a retired Vietnamese lawyer in the UK who decided to start a banh mi business out of national pride. This article analyzes how the 50-second TV commercial weaves that story into each frame.
Watch the project video here: Vietnamese Banh Mi TVC | Banhmi x Right Media
Project information
| Client | Banhmi Sandwich Shop – 85 Albion St, Leeds, United Kingdom |
|---|---|
| Product | Vietnamese bread |
| Service | Product TVC |
| Duration | 50 seconds |
Customer requirements
According to the project description, Hung was always puzzled: why is Vietnamese bread so delicious yet no Vietnamese person here has taken the initiative to exploit the market, while Europeans and Britons eat bread every day? He shared that it wasn't for money but for national pride, and also an opportunity to promote Vietnam to the world. He bought the machinery himself, learned the recipe, registered the trademark, rented a space, and opened a shop.
The key difference to convey is the crust: Vietnamese bread is crispy, not hard like a baguette. The shop's slogan is therefore "The Crust Heaven."
Right Media's solution for a bread TV commercial.
The TV commercial has no dialogue. Right Media tells the story through close-up shots of the food against a dark background, leading viewers from the flour to the finished loaf of bread.
1. Open with a crisp sound.
The opening scene shows a bite into a warm, crispy loaf of bread – perfectly conveying the message "The Crust Heaven" right from the first second, before recounting how the bread is made.
2. From dough to filling
Next come the steps: the dough is placed on a floured surface, kneaded and shaped by hand, and the golden-brown loaf is taken out of the oven. The filling ingredients appear one by one against the dark background: shredded carrots, egg butter sauce, sausage, sliced cold cuts, shredded pork floss, and herbs.
Spread the sauce on the inside of the bun before adding the filling.
3. A complete loaf of bread
The sauce is spread evenly over the bread, the fillings are layered, and then the generously filled loaf of bread is placed on a wooden cutting board next to a jar of sauce and shallots. The TV commercial ends with the Banhmi logo and the slogan “The Crust Heaven,” with the address 85 Albion Street, Leeds LS1 5AP running across the bottom of the frame.
What should a TV commercial for bread targeting the international market focus on?
A TV commercial for banh mi aimed at foreign customers should focus on something they don't know: how Vietnamese banh mi differs from a baguette. The Banhmi TV commercial answers this question with four visual elements:
- Crispy crust – The scene of biting and breaking the loaf in half is filmed in close-up, emphasizing the crispness and thin crust.
- Characteristic features – Carrots, sausage, cold cuts, sauce, herbs – these are the ingredients that make up a Vietnamese banh mi.
- The process at the salon – The dough is kneaded and baked, not store-bought.
- Clear address – Customers will know where to buy immediately after viewing the product.
A complete loaf of bread with the slogan "The Crust Heaven"
Results achieved
Banhmi shop has a 50-second TV commercial featuring close-ups of the food, along with the slogan "The Crust Heaven" and the shop's address in Leeds. Hung's story is included in the bilingual Vietnamese-English description of the video, so the TV commercial serves both as a product advertisement and a story about a Vietnamese person bringing banh mi to the world.
Businesses looking to advertise their products can refer to this information. TV commercial production services by Right Media, see more TVC projects or project The Oven-Baking Mooncake TVC.
Right Media – A specialized media partner for B2B businesses, factories, and industrial parks.
