"Barbeque" aired last night during ITV's Coronation Street and shows Martin relaxing on a Sunday in the garden before being surprised with the news that hordes of people are coming round for a BBQ. He heads to Asda to pick up ingredients and whips up a feast.
Jim Gilchrist at Outsider directed "Barbeque" and three more TV spots that will follow in quick succession over the coming month.
"Bike Ride", first airing on 16 June, shows Martin coming to the rescue of a family on a day out who are bored with the same old sandwiches.
Andy Murray, chief customer officer at Asda, said: "We know that summer is a really busy time for our customers, and it can also be challenging to come up with meal solutions at prices they can trust. James responds to this need, and his recipes and ideas will help to make this summer the best yet for our shoppers."
Saatchi & Saatchi won the creative account from VCCP without a pitch in April, with sister media shop Blue 449 also taking on media planning and buying duties without a pitch from Carat.