English Biscuit Manufacturers (EBM)’s Peek Freans Sooper’s new #SeedhiSaadiKhushi campaign continues to strengthen the company’s emotional connection as a household brand among biscuit-lovers. The campaign, which consists of three TVCs, highlights the simpler joys of life which mirror the peace and fulfillment many Pakistanis have experienced over the past decades while having a cup of tea and a plate of (Sooper) biscuits.

The first commercial reminds us that we can spend time by ourselves without people or technology, gazing at the night sky with a cup of tea (and Sooper biscuits of course) while cozied up on a charpai.

The second commercial features a couple enjoying a quiet afternoon at home playing Snakes and Ladders. It emphasises the need to slow down and appreciate the time spent with your loved ones.

The third and final commercial features a young man falling asleep in his mother’s lap, reminding us that absolute peace can be found with your mum.

Why this works: In a world where the pace of life always seems to be increasing, with more things to do, more people to meet, and more goals to pursue, Peek Freans Sooper’s #SeedhiSaadiKhushi campaign reminds viewers of the need to take a step back, slow down and enjoy life’s simple joys, from quiet contemplation on your own to an afternoon with your loved ones to the comfort one’s mother brings.

This content has been produced in paid partnership with EBM.