Sainsbury’s tries to connect us to dinner in W+K’s latest

Wieden+Kennedy is continuing its high octane advertising for Sainsbury’s, this time with “What’s for dinner,’ expressed via emojis. Aagh!

I think we’ll institute an award for the best ad – or maybe any ad – that doesn’t include smartphones, gadgets or connectivity. You know, like ‘You’re never alone with a Strand.’

But the agency cleverly brings it back to reality with an elderly party struggling away with his.

One of the best for Sainsbury’s so far although you do sometimes feel, as with Y&R in its stint on M&S, that the ads show the client as they’d like to be not as they actually are.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.