This feels like an important new development in the world of advertising. After a billion years settled at the home of all things grown up and civilised – AMV – Sainsbury recently moved its advertising to the home of all things yoof -Wieden & Kennedy.
The result is ‘Food Dancing’. On first viewing, it feels a bit like a student’s speculative reel for his first proper advertising job interview. One or two visual cliches have sneaked in when no-one was looking. Overall though, it does just what the nice but mundane supermarket needed – it gives it an injection of fun energy. On reflection, I think I’m a fan.