Dave’s Killer Bread Supports Second-Chance Employment in Ads With Employees Who Were Once Incarcerated

Dave’s Killer Bread has been a vocal supporter of second-chance employment for the better part of a decade—a cause the brand embraced in part because of the history of its founder, Dave Dahl, who spent more 15 years in prison for various offenses before founding the company in 2005. 

Now, a series of new ads from TRG emphasizes that support; by featuring three Dave’s employees (the company calls them “partners”) who were once incarcerated. 

As you can see in this first spot, the work includes visual misdirects to make it seem like the setting is a prison. But then the ads shift to show the partners at work—“doing life,” as the onscreen copy says.