Florence’s Scottie Cameron Directs Ad Age Creativity Editor’s Pick Starring Gwyneth Paltrow

Ghetto Gastro, the Bronx-born culinary collective founded by the authors of the “Black Power Kitchen” cookbook, is unveiling a series of six spots—beginning with the one above—bringing retro humor and style to promote its new Brown Sugar and Sweet Potato toaster pastries, available at Target stores.

The tone for the series is set right at the beginning, as Gwyneth Paltrow, a friend of Ghetto Gastro’s founders—artist Jon Gray and chefs Pierre Serrao and Lester Walker—is seen calling the Ghetto Gastro hotline (1-833-GHETTO-1) in a mild state of panic.

“It happened again,” she says urgently. “Wait, another ski crash?” comes the reply. No, not another ski crash. She’s out of food and needs a fix. Thus begins an amusing two-minute adventure as a toaster on wheels navigates New York to deliver Ghetto Gastro’s toaster pastries to the actress.

Five more videos are on the way, featuring Michael Ealy, Siddiq Sanderson, Jerrie Johnson and rapper Maliibu Miitch. All were directed by Scottie Cameron, whom we recently saw direct the new Speedo campaign by Mirimar. Each short has a fun twist on retro advertising, which Gray told Ad Age was a key inspiration for the series.

Head to Ad Age to read more!