Regular readers will remember our interview with The Black Farmer aka Wilfred Emmanuel-Jones in our February issue. Emmanuel-Jones talked about his upcoming commercial, written by Martin Galton of ad agency Big Eyes and shot, at Emmanuel-Jones’ insistence, by Tony Kaye.
“I want to challenge stereotypes about what it means to black and British. [The ad] celebrates rural Britain and making things that appear to be uncool cool,” Emmanuel-Jones promised us. “I didn’t want a standard food ad. If I’m going be in it then I wanted people to think ‘what the fuck is that about’?”
Well, here it is: