ABOUT

Krina, a major Southeast European producer of grains and pulses, commissioned this commercial for the launch of their Balance rice brand. Processed to a point somewhere right between the brown and white varieties, the new product boasted the advantages of both and none of the downsides to strike a remarkable balance between nutritional values and efficiency in preparation.

Produced on a pittance and with a story that may look a bit obvious after the fact, the video caused quite the stir in Bulgaria, a country not exactly flush with mixed-race couples. Confirmation we did something right arrived a couple of months later when the similarly cast Cheerios commercial started gaining fame and notoriety in equal measure in the US.