Visit Flanders’ stewpidly funny spot

This bonkers film for Visit Flanders (the Dutch-speaking northern part of Belgium) has found the perfect recipe to bring together the region’s culinary delights and its cycling tradition.

Directed by Alex Orma through CZAR, and created by agency DDB, the film introduces a feisty woman who’s getting in a stew about losing clients due to the continuous stream of those on two wheels just whizzing by.

It's the Tour of Flanders, also known as Flanders' Finest, the bike event of the season, and while traditionally tourists have flocked to Flanders to indulge in the classic Flemish food, stoofvleesfriet (beef stew and fries), now cyclists are prioritising speed over leisurely dining experiences. 

Undaunted, the woman devises a clever – if rather disgusting – solution to getting the riders to partake in her signature dish.