Hector's Deli Calls Time on Performative Snapping in Social-Media Satire

Writer and director Lucy Knox has partnered with Hector's Deli on a new campaign, produced by Scoundrel, that takes aim at one of the more familiar habits of modern life: experiencing everything through a phone screen.

Built around a simple but smart insight, the campaign playfully reflects on the performative nature of social media, where documenting the moment can often take priority over actually living it. For Hector's Deli, the message is clear: some things are better enjoyed in real life.

Rather than leaning into broad comedy, Lucy finds the humour in recognisable behaviour, focusing on ensuring the performances feel natural, the interactions believable, and the restraint makes the idea land. Lucy acted as a writer and director.

Scoundrel said she created work that feels warm, observational and distinctly human.

"What stood out from the beginning was how relatable the idea felt," said Kate Gooden, EP at Scoundrel.

"We've all seen those moments where the phone comes out before anyone's taken a bite, and in this film Lucy has found a really funny and honest way to tell that story. The performances are fantastic, and she knew exactly when to hold back and let the idea speak for itself."

Produced by Scoundrel, the campaign is now rolling out across Hector's Deli's channels, celebrating the idea that some things truly are better in real life.