Sainsbury's 'kite' by AMV BBDO

Sainsbury's has launched its latest ad, by Abbott Mead Vickers BBDO, to encourage customers to "live well for less".

The spot will run throughout autumn and focuses on simple pleasures that parents can share with their children, featuring a father and daughter as they go through the process of building and flying a kite.

It was written by Diane Leaver, art directed by Simon Rice and directed by Tony Barry through Sonny.