The TV work will feature Wood as the first in a number of famous faces working in Asda stores. Wood will appear in a "fly-on-the-wall" style ad working in a bakery.
Asda is also thought to be in talks with Paul Whitehouse from The Fast Show about starring in another of the ads. The ad campaign will not focus purely on TV.
Fallon is understood to have developed a strategy that touches all points of Asda's marketing communications; Good Technology has been hired as Asda's creative partner for the development of the Asda.com website.
- Comment, page 48.