Someone broke into a Dublin cinnamon bun bakery. The right response was clearly a spec comedy ad.
It’s A Trap is a Dublin bakery with a loyal following and, apparently, very attractive cinnamon buns. In early 2024, they posted on Instagram to let their customers know the bakery had been broken into. Again.
Mike saw the post and had a thought: what if whoever broke in was not there to rob the place, but because the cinnamon buns were genuinely that good?
This was not a paid brief. It’s A Trap did not ask for a video. It was a creative gesture, a spec piece built around a real local moment, with the idea that the right story was already there and just needed someone to see it.
A couple at home late at night, watching a film. The woman is heavily pregnant and gets a craving. Her partner knows the look. He knows it is going to be something ridiculous.
Cut to: a bakery at night, shot like CCTV footage. The man is behind the counter, searching. He has broken in. Not to steal money. Not to cause trouble. He is looking for cinnamon buns.
The voiceover lands the punchline:
“People are willing to do crazy stuff for our Cinnamon Buns.”
The It’s A Trap logo fades in. Film over.
This piece is not here because of its scale. It is here because of what it shows.
The idea came from a real Instagram post. No client asked for it. No brief was written. Mike saw something in a local story that other people had scrolled past and turned it into a piece of work with a clear concept, a cast, a visual style and a punchline.
That instinct, spotting a story before anyone asks you to, is one of the things Van Rose brings to every project. This is early proof of it.
It also shows that you do not need a large production budget to make something that feels considered, funny and shareable. Small food brands can punch well above their weight if the creative idea is right.