Sainsbury's "Proudly doing our bit" by Wieden & Kennedy London

Sainsbury's 150th anniversary ad mixes cake, poetry and a 19th-century form of entertainment.

Starting with John James and Mary Ann Sainsbury setting up their first store in London in 1869, the spot segues into the present day, showing a tiered cake and decorations being made by Sainsbury’s workers. Halfway though, it switches from black and white to colour, and the completed cake is revealed to be a zoetrope, a 19th-century spinning device that’s a predecessor to cinema. The work was created by Florence Deary and Ruby Norman-Curran, and directed by Noah Harris through Agile Films.

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