Celebrity chef Jamie Oliver is tasked with rousing sleepy villagers in a small hamlet by awakening their taste buds in his 100th TV ad for Sainsbury's by Abbott Mead Vickers BBDO. The ad is the latest in the Sainsbury's "Try something new today" campaign and launches the new Taste the Difference range. In "sleepy harvest", Oliver is walking through a hamlet where everybody has fallen asleep mid action. His task is to stir the villagers by awakening their tastebuds. The 30-second spot is backed by two 20-second executions and four press ads, all featuring specific products from the range.