Wieden + Kennedy London: Sainsbury’s goes where no other supermarket has thought to tread

Wieden + Kennedy took over the Sainsbury’s account from AMV BBDO in August last year. Since January, the supermarket chain has been exuding a sense of exuberance about the uncomplicated and unabashed joy of cooking and eating.

The first feel good ad, Food Dancing, launched just after New Year:

Wieden + Kennedy: You just have to love Sainsbury’s after this

And then the work kept getting even better. That’s no mean feat.

In April, W+K released a Reggatron track and looped its footage to create graphic GIF-like spots that highlighted the simple joy of crunching fresh veggies.

The agency had also discovered the inventiveness of production company, StrangeLove’s directing duo, Tubby Brother. And difference was being woven into every ad.

For Bank Holiday in May, W+K and Tubby Brother created Out, Out, Out, a dog’s eye view (the camera was strapped to the dog’s back) of the joy of getting outdoors after winter.

Now, they’ve launched their wildest, most exuberant feel good ad yet, Squish.

Squish uses a POV camera and Tetris music to make a simple backyard family lunch scene mimic a video game. The advert follows the family as they attempt to manoeuvre all their food onto the table.

New, now, wow and joyful catches you up in its feeling, doesn’t it?

Credits:

Agency: Wieden + Kennedy London
Executive creative directors: Iain Tait & Tony Davidson
Creative directors: Sophie Bodoh & Scott Dungate
Creatives: Peter Browse & Joe Koprowski
TV producer: Sahar Bluck
Account management: Will Smith

Production company: StrangeLove
Directors: Tubby Brother
DoP: Ben Magahy
1st assistant director: Tom Kelly
Executive producer: Tom Berendson
Producer: James Youngs
Production manager: Daisy Gautier