"The high-pitched child choir singing 'that's the way, uh huh uh huh,I like it' is one of the most excruciating sounds my ears have ever had to suffer. But it gets worse. You can almost hear the marketer shouting 'do me one of them ads like Waitrose'. However, it's the wrong direction for the price-led Asda and does little to reassure us about the quality of its food. The subtle pocket-slap at the end is not enough to make it an Asda ad."
Claire Billings covers her ears whenever Publicis' new effort for Asda comes on the TV: