Wake up and smell the dough . . . A new television ad for Brennans Bread designed to show the dedication of "unsung heroes" centres on atmospheric scenes shot around Dublin from the dead of night through the first light of dawn to just before full sunrise.

"Lie-ins? Pfft. What's a snooze button?" says the voiceover by Love/Hate actor Ian Lloyd Anderson, with the traditional Brennans voice finishing off with, "Dedicated to today's bread today", an adaptation of its long-term slogan.

The ad features three Brennans employees – two bakers and a van driver – as they go about their work, drawing on the brand’s recent national treasure-style marketing.

Brand

The ad, which aired for the first time yesterday, is part of a new cross-media campaign entitled

Dedicated

. It was made for Brennans by DDFH&B, with the TV spot directed by

Trevor Hart

of Sweet Media and produced by

Andy Bradford

.

According to the Checkout Top 100 Brands list for 2014, Brennans Bread is the third biggest brand in the Irish grocery market, behind Coca-Cola and Avonmore.