David Reviews

 Biting the hand that feeds us since 2002.

Sainsbury's
"Christmas Jingle"
1 min 50s
13 November 2017
UK Supermarkets

Sainsbury's have released a festive singalong for this year's entry into the Christmas arms race. Shot in what has become the brand's trademark black and white, the words appear in orange along the bottom of the screen - complete with a sprout pointer so we can follow along.

It's a bit of a mixed bag. The montage is nicely put together, with all the cute kids, celebrity cameos (Kermit the Frog?!), and Christmas jumpers one could want from festive fare. The cast is also well-chosen, showing a diverse slice of modern Britain with a satisfying sincerity.

However, the star of the show - the song - stumbles. Many of the lines are too garbled to understand, and without the subtitles we'd be totally lost at points. The lyrics themselves offer a relatable look at familiar Christmas foibles... but only when we can actually hear them.

Regardless, it's refreshing to have a Christmas ad focused on real people in a sea of blockbusters. There's a lovely, upbeat vibe created here which is sure to get lingering scrooges excited about the holidays... even if the song won't make the Christmas number one.

Müller Rice
"Five Grains Crew"

Claire said:

But borderline offensive?


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Sainsbury's
"Christmas Jingle"
1 min 50s
13 Nov 2017
Sainsbury's have released a festive singalong for this year's entry into the Christmas arms race. Shot in what has become the brand's trademark black and white, the words appear in orange along the bottom of the screen - complete with a sprout pointer so we can follow along. The montage is well constructed, but the song itself is difficult to understand.

Sainsbury's
"Halloween Siege"
55s
31 Oct 2017
In this age of weapons-grade tricks, we imagine many households regard Halloween with dread. Sainsbury’s urge homeowners not to be caught short this Halloween. This fun online commercial sees one couple under siege from expectant trick-and-treaters. Someone forgot to fill the sweetie jar, then. The duo go to extreme lengths to avoid detection.

Sainsbury's
"Costumes"
20s
19 Oct 2017
More ghoulish fare from the supermarket sector: this time, Sainsbury’s transform these youngsters into witches, vampires, and skeletons. Monochrome visuals and twitchy choreography gives this an old-school horror vibe - “Mwahahahaha!”, indeed. Orange Supermarket trust these costumes will satisfy discerning trick-or-treaters.

Sainsbury's
"Dinner Plans"
60s
1 Oct 2017
This emoji-laden Sainsbury’s commercial succeeds where ‘The Emoji Movie’ failed. Set within a bustling train station, we see various commuters discuss dinner plans via text. Whether it’s an eye-watering curry or god - sorry, cod - this lot whet the appetite with quickfire emotes. Well, almost everyone. The ad captures the gentle thrill of knowing something tasty awaits at home.

Sainsbury's
"Be You"
30s
5 Sep 2017
This personable montage shows off the variety of outfits available from Orange Supermarket's clothing imprint. Portas have been charged with making Tu a 'destination brand', and this film makes the threads on display look appropriately stylish. The funky 'It's Your Thing' by the Isley Brothers elevates the ad, bringing a bit of attitude to the proceedings.

Sainsbury's
"Pop!"
10s
20 Aug 2017
Sainsbury's focus on the pleasurable pop of opening a bottle of bubbly in this ad for their latest wine deal. We see a montage of people opening their preferred tipple as we're informed that buying more than six bottles of vino will get you 25% off. The pops of colour amongst the black and white work well here, keeping to a summery, pastel palette.

Sainsbury's
"Pet Kingdom"
68s
3 Aug 2017
This social media piece for Sainsbury’s Bank asks who rules our UK neighbourhoods: cats or dogs. Evoking Eighties TV opening titles, the ad introduces a cast of lively furballs. Credit to Missing Link’s Alicia MacDonald for shepherding the cast, especially Paddy the Pug - we’ve heard he can be a right diva on-set.

Sainsbury's
"School Run"
20s
31 Jul 2017
Back to school isn’t just about covering jotters in wallpaper - it’s about being yourself. That’s the conceit behind this effective Sainsbury’s Tu ad. Whether your sprog is a dancer, a daydreamer, or a grass stain magnet, the supermarket’s schoolwear range has you covered. Meghan Trainor and LunchMoney Lewis’s ‘I Love Me’ provides the apt soundtrack.

Sainsbury's
"Sunday Alarm Clock"
10s
6 Jul 2017
A delicious-looking full English breakfast acts as an olfactory alarm clock in this succinct little spot for Sainsbury's. The contrast between black and white footage of the sleeping woman's twitching nose and the luscious colour of the ingredients sizzling away in their frying pan works very well indeed.

Sainsbury's
"Blue Tongues"
10s
6 Jul 2017
A pair of kids compete to see who can make their tongue the bluest with a home made ice lolly, but we rather miss the effect since this ad for Sainsbury's is, well, colourless. This campaign has a strong aesthetic, but we question the wisdom of sticking to it quite so religiously here. Surely a pop of colour would have had more impact - these kids just look vaguely zombified.

Sainsbury's
"Dinner's Ready"
20s
6 Jul 2017
Cooking dinner’s one thing - getting everyone to the table is quite another. Following their recent Tetris tribute, this 20” Sainsbury’s commercial lets everyone know it’s teatime. Shouts, yells, and hollers ring out in Tubby Brother’s pacy montage; and the contrast between black and white scenarios and full-colour food shots works really well here.

Sainsbury's
"Level Up"
30s
2 Jul 2017
A busy outdoor dinner takes pride of place in this video game-themed ad for Sainsbury's. Table Tetris is the order of the day, as dishes vie for space accompanied by the authentic beeps and whistles of 1989's 'Tetris Type A' by Nintendo composer Hirokazu Tanaka. But why is it all filmed primarily in black and white? This decision really doesn't do the food justice.

Sainsbury's
"Messy Eaters"
20s
19 May 2017
Sainsbury's embrace the messy side of food in this stylish instalment of their latest campaign. The actors here aren't afraid to get their hands dirty as they polish off notorious mess-causers like ice cream, tacos, and corn on the cobb. Bright shots of the thoroughly devoured snacks are accompanied by an upbeat soundtrack which gives the ad its own distinct character.

Sainsbury's
"Doggo-vision"
30s
28 Apr 2017
The latest instalment of Sainsbury's distinctive black and white campaign takes a dog's-eye view of the world. It's a creative way to pack in colourful product shots, as we're shown the different foods Fido gets a whiff of on his romp around the park. We're pleased to see the pooch gets a sausage at the end too - he's been working like a dog all day.

Sainsbury's
"Spring Crunch"
20s
19 Apr 2017
Now we've had our fill of chocolate eggs for another year, Sainsbury's encourage us to enjoy some healthy spring veg. While a father and daughter go to town on some carrots, twin boys show us how to eat celery with attitude. Each 10" ad features a suitably crunchy soundtrack to complement this campaign's familiar black-and-white style.

Sainsbury's
"Easter Hunt"
30s
27 Mar 2017
You're never too old for an Easter egg hunt, according to this energetic Sainsbury's ad. Sure enough, we see children and adult-sized bunnies exploring every nook and cranny in search of chocolate treats. Colourful product shots clash with the monochrome home footage, thus allowing the supermarket's Easter fare to stand out even more.

Sainsbury's
"Red Noses"
10s
17 Mar 2017
Those who crave variety in their novelty schnozzes are in for a treat this Red Nose Day. To celebrate the biennial charity drive, shoppers can nab one of ten characterful noses from Sainsbury's. Meanwhile, rapper MysDiggi makes a brief cameo as he wonders where his own red nose has gone - always in the last place you look, eh?

Sainsbury's
"Mother"
30s
15 Mar 2017
Sainsbury's Mother's Day ad combines the campaign's black and white home video style shots of families baking together with more carefully constructed shots of food in colour. The contrast allows the colours in the food to really jump out, and the slick editing ties everything together with a great choice of music. We're a bit baffled by the endline though: Was "making for mum... is living well" written by one of these AI programs taking over adland?

Sainsbury's
"Bowls"
10s
24 Feb 2017
Sainsbury’s must be sifting through their favourite clips from January’s ‘Food Dancing’ film. Having recently released a Valentine’s Day-themed montage, the supermarket moves on to 10” morsels. This particular cook demonstrates an unorthodox use of crockery... perhaps think twice about accepting a bowl of soup served up here.

Sainsbury's
"Dance"
10s
24 Feb 2017
This brief instalment of Sainsbury's 'Food Dancing' campaign features a chap playing fast and loose with a grater while he grooves. The ubiquitous orange shopping bag in these otherwise black and white ads creates a distinctive look which stands out during any commercial break. The brand are encouraging everyone to get involved and boogie in their kitchen - just watch your fingers while you're at it!

Sainsbury's
"Love Dancing"
30s
8 Feb 2017
A commercially-contrived event February 14th may be, but at least Orange Supermarket suggests we embrace the mood of the day rather than imply we're losers in love if we don't buy perfunctory gifts for our significant others. Better still, there's no discount price points cancelling out the thoughtfulness behind the limp flowers / battered chocolate box / bottle of Lambrini flogged by everyone else.

Sainsbury's
"Food Dancing (Extended)"
2 mins 55s
20 Jan 2017
This extended version of the new Sainsbury's 'Food Dancing' campaign features some interesting additions, including dance instructions and a colourful 80's rap video-style segment. Despite the campaign causing health and safety concerns in some quarters (dancing with sharp knives or flinging around tea-towels near open flames... maybe they have a point), this extended version is an effective promo for MysDiggi's specially-created song.

Sainsbury's
"Food Dancing"
60s
18 Jan 2017
Something interesting always happens when an agency like W+K gets into bed with a client like Sainsbury's and so it proves with the agency's début TV work for its big new client. Orange Supermarket has been placed at the forefront of a new movement called #fooddancing by an ad with an earwormy soundtrack from MysDiggi combined with a montage that's been made to look as though it's been clandestinely filmed in our actual kitchens.

Sainsbury's
"The Greatest Gift: Food"
60s
24 Nov 2016
Having set the scene in its opening commercial and brought in the Goggleboxers over a full ad break, Sainsbury's now lays out its festive stall in all its glory. We're offered a sumptuous blend of live action food photography and stop-motion animation... it's a real treat.

Sainsbury's
"Googlebox Christmas"
3 mins 20s
18 Nov 2016
The cast of Gogglebox become stop-motion characters in this special adbreak from the show's creators Channel 4, and Sainsbury's. Following the groundbreaking ad to promote The Lego Movie - in which Orange Supermarket's current agency PHD recreated an entire commercial break in Lego - this ad sees the Gogglebox crew react to the Sainsbury's animated Christmas ad which launched last week.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.