Delivery wars seem to be engaging UK supermarkets this years. We’ve just had Tesco with its favoured gritty reality, now it’s time for the third outing for Sainsbury’s BFG – he’s feeling a bit peaky but Sainsbury’s and agency New Commercial Arts get his van-laden dinner there anyway despite the efforts of some big unfriendly giants.
Sainsbury’s seems to have upped its game this year: attacking the bottom end with quite dramatic Nectar promotions and the top end – Waitrose and M&S – with competitive pricier stuff (M&S’s new “limited edition” wet fish range has Dover sole at £78 a kilo!)
Whatever you think about the BFG the technique and production here is pretty flawless, as is the timing (doesn’t go on too long.) As ever with NCA, there’s no danger of missing the point.
Sets an early bar for UK Christmas ads.
MAA creative scale: 8.5
