MEDIA CHOICE: Nick Cross, marketing director of Selfridges, chooses the Sainsbury’s ad which ran during Sky Premier’s live coverage of the Oscars, capitalising on a theme from American Beauty, the film which swept the board

’I guess M&C Saatchi knows a thing or two that ordinary mortals don’t, but the agency did gamble a bit of its credibility and its clients on the outcome of the Oscars. What if The Insider (my choice) had won the best movie and not American Beauty?

’I guess M&C Saatchi knows a thing or two that ordinary mortals

don’t, but the agency did gamble a bit of its credibility and its

clients on the outcome of the Oscars. What if The Insider (my choice)

had won the best movie and not American Beauty?



’Often this type of opportunist advertising ends up with heavy- handed

puns and even heavier branding. So I liked M&C’s enigmatic approach.

Avoiding the overt ’we’ve guessed the winner approach’ reduces the

downside of a surprise result on the night. Well done M&C and New PHD

for an excellent media moment.’





Client: Sainsbury’s



Medium: Sky Premier TV



Media planning and buying: Adam Turner at New PHD



Creative: Angela Jones and David Dao at M&C Saatchi



Brief: Harness the opportunity offered by the Oscar ceremony to put

across Sainsbury’s branding.