Jeremy Lee thinks the Sainsbury’s spot looks strangely familiar: "You might not think that this is a bad ad – and it’s not. It’s just that I saw it done much better and more credibly by DLKW Lowe last year for Halfords. Both Sainsbury’s and AMV BBDO are better than this."
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Sainsbury's has unveiled an energetic and joyful food-focused campaign that marks a "step change" in its advertising strategy.
To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.