Morrisons features more caring families in new spots by Publicis London

Morrisons has launched two more emotional family ads from its new "Morrisons Makes It" campaign, in the first set of ads by Publicis London since winning the account.

The two TV ads, called "breakfast" and "teddy", launch today and follow "chairs", which kicked off the campaign on 14 March.

Publicis London won the account, previously held by MullenLowe London, in January. 

In "breakfast", a father calls his children for breakfast at home but is strangely cooking a fish pie. It turns out that he is actually cooking dinner for his wife in the early morning because she has worked an overnight shift as a midwife.

The second ad, "teddy", features a different family and sees a little girl sit down next to her father, whose leg is broken. She says she took the last doughnut from the kitchen, but her mother has asked her to share it. In a cute twist, she breaks the treat in half and shares it with her teddy bear, instead of dad.

In keeping with "chairs", Will Young’s Joy plays in the background of both spots.  

The ads were written by James White and art directed by Henry Finnegan at Publicis London. They were produced by Gorgeous and MEC handled the media planning and buying.