In ‘chapter one’ of Albert Barlett’s ‘Sleeping Beauties’ campaign, a storybook opens and a breathy voiceover tells us AB’s newly harvested Jersey Royals will now “be going off to sleep in the dark”.
Preposterously – but brilliantly – two Royal Ballet dancers, Reece Clarke and Fumi Kaneko, then show up in the spud shed to perform a bit of (what else?) Sleeping Beauty. It’s beautiful – and it’s nice to see a brand showing the performing arts world some love, too.
As for the spuds, we’re told they’ll be “woken around November to continue the 140-year tradition and become the seed for next year’s crop”. So does that mean not all the potatoes are asleep? What difference does it make? Bring on chapter two!