Sainsbury's 'ideas factory' by Abbott Mead Vickers BBDO

Sainsbury's and Abbott Mead Vickers BBDO are sending Jamie Oliver off to visit the food elves in the retailer's Christmas advertising TV campaign.

The creative, which breaks tonight, starts with a thought bubble emerging from Oliver's head showing a giant, fantasy food workshop designed like Santa's toy factory.

The celebrity chef, who has been the face of the supermarket giant's advertising since 2000, is then seen walking around the workshop, which is staffed by an army of little helpers, as he offers tips on making Christmas food.