Drones Try to Assemble a Layer Cake in This Nutty Norwegian Phone Ad

Points for style

Finally someone has found a good use for drones: Making a cake.

A team of little flying robots assembles a three-tier confection by airlifting genoise, splashing icing, firing candies out of a makeshift cannon and even lighting a sparkler with a blow torch—all in a new ad for Norwegian telecoms company Telia.

Agency DDB Oslo made the commercial to "celebrate" the brand's 4G mobile network. The resulting pastry is a delightful mess, given the somewhat crude motor skills of the unmanned aerial vehicles (or perhaps their operators—even if a sudden improvement in the cake's tidiness around the 25-second mark makes it look like the humans might have, understandably lent a hand in shaping the final product).

A behind-the-scenes video offers some insight into why. One member of the production team explains that most of the drone's baking tools were themselves makeshift DIY creations. There's a particular charming outtake in that clip, aptly titled "Dronekakebaking," when one quadcopter overshoots and flings a layer of sponge cake into the backdrop.

In other words, the playful, haphazard tone is refreshing—both as a fun tech twist on the clichéd image of kids painting a kitchen with batter and whipped cream, and as a welcome departure from the drone-themed ads that emphasize the beauty of aerial robot choreography as if it were ballet, or its dramatic effect as a super-cool new innovation.

Then again, anyone who isn't convinced can still always call Johnny Dronehunter.


Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.