Uncle Ben's is on a mission to get kids cooking, and the rice brand has rolled out a touching film created by BBDO San Francisco that might change the way people think about getting their young children involved with dinnertime meal prep. In the film, kids are shown mirroring their parents' actions in the kitchen, except the children are using toy foods and utensils while their moms & dads use real ones. When each child attempts to go into the kitchen to help out with the actual meal preparations, they aren't taken seriously, and are told to go back to playing with their toys. The film ends with the message, "Your kids want to learn to cook. They just need an invitation," reminding parents that learning to cook is a useful skill for kids to learn that can put them on a path to a healthier future. CreditsChief Creative Officer, Worldwide: David LubarsExecutive Creative Directors: Matt Miller/ Steven RutterExecutive Producer: Patti BottCreative Directors: Alex Stainton /Jakub SzymanskiArt Director: Alyssa CollisCopywriters: Nate Totten/ Stephanie FernandesSenior Account Director: Elana SheaAccount Director: James CampbellAccount Supervisor: Weina CaiAccount Executive: Divya ReddyDirector: Karen CunninghamUS Production Company: Slim Productions USPrague Production Company: Milk and HoneyEditorial: Umlaut FilmsEditor: Jessica Congdon