“But this was different, it was unscripted, people were being real.
“The people that wrote in were so generous, and it was quite moving as well, how lots of them are doing it tough.
“Everyone was amazing on camera, there wasn’t one person that was nervous or camera-shy.
“It was quite refreshing.”
Habicht has also made iconic Northland films such as Kaikohe Demolition, where he delved into the lives of demolition derby fans, and James & Isey, which explored the loving relationship between the late Isey Cross and her youngest son James, who lived in Kawakawa.
His films Woodenhead and Land of the Long White Cloud were also made in the Far North, and he has made car safety commercials for NZ Transport Agency.
His latest films, made in collaboration with creative agency Motion Sickness and The Tuesday Club, are 30 seconds to one minute long each.
Each snapshot of Kiwi life takes place during a different hour of the day.
There’s Sage from Tākaka, who begins the day with a brisk ocean swim and a Gingernut afterwards, then new mum Renée from Kaukapakapa who comforts her baby before treating herself to a Toffee Pop when he’s finally asleep.
Those shot in Northland include the inter-generational Piriwiritua Ratana brass band, based in Kaikohe, Kerikeri Rugby Club, and Lenni from Maungatapere, who is gaining national recognition in the field of raising miniature horses.
The Piriwiritua Rātana brass band, based in Kaikohe, also features in the commercials.
Habicht said the films “gave me a chance to express my love for documenting real people, and portray raw amazing characters that you don’t always see in the world of advertising”.
“With these unscripted slices of life, having a biscuit is a simple, everyday ritual that opens up a window into how Kiwis across the motu are having their unique breaks.
“Having a biscuit won’t make our problems magically disappear, but it’s these breaks that belong to us all, and when we can simply enjoy the present.”
Griffin’s spokeswoman Allison Yorston said the series showed “the beauty in the ordinary”.
“We want to celebrate the in-between, unremarkable moments of life, the moments that aren’t shared on social media.
“This is about New Zealand as it really is, during smoko or rugby practice, that rarely makes it to our TV screens.”
Life Needs a Biscuit was recently selected as the best global ad campaign by bestadsontv.com.
Guest judge Benjamin Bregeault said he was “blown away by the consistent quality of the craft in every single episode, from start to finish”.
Jenny Ling is a senior journalist at the Northern Advocate. She has a special interest in covering human interest stories, along with finance, roading, and social issues.