David Reviews

 Biting the hand that feeds us since 2002.

Sainsbury's
"Messy Eaters"
20s
19 May 2017
UK Supermarkets

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.

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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.

Sainsbury's
"The Greatest Gift"
3 mins 30s
14 Nov 2016
As Sainsbury's saunter across London and park their account between the penny farthings at the HQ of Wieden+Kennedy, their heads will be filled with a parting serenade created for them by outgoing agency AMV. Sung by James Corden and written by Flight of the Conchords's Bret McKenzie, it's a part of a farewell gift that may have the retailer questioning the wisdom of their decision to part company with the agency after forty years.

Sainsbury's
"More Than A Pumpkin"
20s
20 Oct 2016
Sainsbury's show us their Halloween range has expanded to include much more than pumpkins in this upbeat party ad. With decorations, food, and costumes on offer, they promise to help you 'Halloween like you've never Halloweened before'... even if your dad is a totally unscary dork at your Halloween party.

Sainsbury's
"Midweek Meals"
30s
13 Oct 2016
Sainsbury's offers more tips on how to crank our tried and tested recipes up a notch. By adding mustard to a risotto, pesto to a cheese toastie, and horseradish to beef stew, these households each enjoy a weeknight dinner with a difference. It's easy-going stuff, but this campaign's strength is underlining how subtle additions can produce intriguing results.

Sainsbury's
"Tuesday Teatime"
30s
22 Sep 2016
Another demonstration of how we can jazz up tea time using ingredients sourced from the advertised supermarket. An enthusiastic Welsh VO - possibly Rhod Gilbert - provides commentary as dad is inspired to experiment in the kitchen in a bid to make Tuesdays less humdrum. This work may be low key but it's highly relatable and pretty effective.

Sainsbury's
"Less Waste"
20s
7 Sep 2016
Preparation for the Brexit apocalypse from Sainsbury's as they pass on food preservation tips for the coming winter. Stop motion is used to good effect here and we're hoping to learn in the next instalment how we can set up a well-guarded perimeter at the edge of our properties to see off marauding scavengers.

Sainsbury's
"Kebab Twist"
10s
12 Aug 2016
Sainsbury's have now provided audiences with more twists than M Night Shyamalan's entire filmography. This latest offering simply encourages viewers to coat a brush in hoisin sauce to give kebabs a mild burst of adventure. Past executions in this campaign have given us an entertaining scenario to sink our teeth into, so it's unsurprising that these frequent 10" ads now fail to satisfy the appetite.

Sainsbury's
"Peach Twist"
10s
1 Aug 2016
Thought you'd tried every conceivable topping on your pizza? Trust Sainsbury's to throw a culinary curveball by suggesting adding grilled peach slices to the proposition. It's a cheeky method of satisfying one of your recommended five-a-day, but judging by the way Jarvis Cocker's VO dips at the end, perhaps even this is a twist too far for the Pulp frontman.

Sainsbury's
"School Makeover"
20s
26 Jul 2016
Sister knows best as this amiable back to school ad for Sainsbury's demonstrates. While mum makes sure her son looks neat and proper for his first day, his older sister looks on with well-versed bemusement. Knowing her bro needs a little helping of individuality, she gives him a quick makeover at the school gates courtesy of a popped collar and spiky hair.

Sainsbury's
"Halloumi Twist"
10s
25 Jul 2016
Tired of the same old fry-up? Then get yourself down to Orange Supermarket and get some halloumi to add to the mix. Nothing like a bit of squeaky cheese to make a meal seem more exotic. The execution of this short spot for Sainsbury's isn't particularly exciting, but the sight of those green leaves reminds us just how well halloumi and spinach go together and who'd have thunk it - we want some right now.

Sainsbury's
"Pizza Twist"
10s
8 Jun 2016
These 10" ads for Sainsbury's are starting to accumulate at a rapid pace, aren't they? While they are respectable appetisers between the supermarket's longer and more entertaining 'Twist' films, the novelty of Jarvis Cocker applying his distinctive lilt to a seemingly endless list of ingredients is beginning to wane. Still, if they encourage shoppers to chuck a few more items than originally planned into their trolley, the store will be satisfied.

Sainsbury's
"Cod Twist"
10s
6 Jun 2016
Cod fillets wrapped in prosciutto is the latest far out (but not too far out!) notion from Sainsbury's as their tireless campaign to spice up our tried and tested recipes continues. One can imagine orange supermarket (or possibly Jarvis Cocker) taking as a large a trolley as possible up and down the aisles looking for inspiration, so we wouldn't be surprised if they have more twists in store.

Sainsbury's
"Lamb Burger Twist"
30s
11 May 2016
Gareth loves doing a barbecue when the weather's up to it... but cooking the same old same old is starting to feel predictable. So, as Jarvis Cocker suggests, why doesn't he add a little twist on the proceedings? A Greek twist, to be specific? It only needs the odd ingredient like crumbled feta... there's no need to go all Demis Roussos on everyone's asses. Digging that hair, though.

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