As we speak, I am delaying the inevitable.

Dinner. I've got to cook another damn dinner.

Here's the thing: I love cooking. Absolutely love it. It's the only thing I'm better at than lazily critiquing other people's hard work.

But 10 months or so into the socially distant lifestyle, I'm absolutely exhausted by meal planning and the daily chores of prepping, cooking and cleaning.

So it's with mixed emotions that I took a long, hot visual bath in Mother London's newest ad, a gorgeous celebration of how cooking can feel like an adventure (with the client being meal kit service Gousto).

The spot continues a years-long trend of British ads reveling in the rich details of cooking, made famous from work like Wieden+Kennedy London's ads for Lurpak.

But this one hits at a very different time. We home cooks are long past the novelty and charm of mealtime, so can any ad get us excited again?

On the other hand, many parts of the world—especially Britain—are re-entering lockdown with renewed vigor, and some of those who favor New Year's resolutions are looking to curb their delivery orders in favor of more home cooking.

So while it's a hard time to expect me to get pumped about prepping a meal, it's also probably the right time.

What's your emotionally availability for cooking meals these days? Are you looking to do it more in 2021? Let me know at the email below or find me at @Griner on Twitter.

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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