The Week: BBC football pundit Ian Wright is latest Asda ad star

Ian Wright, the BBC pundit and former Arsenal and England footballer, is the latest celebrity to appear in Fallon's ongoing campaign for Asda.

Comprising ten spots, the new instalment, which launches on 3 September, promotes Asda's fresh fish, with Wright training as a fishmonger in Bedminster. The ads are promoting a new cook-in-the-bag initiative, launched to make cooking fresh fish easier.

The ads were shot by the award-winning documentary filmmaker Patrick Collerton.

Wright follows Victoria Wood, Paul Whitehouse and Liza Tarbuck, who respectively worked in Asda's bakery, milk and checkout departments.

The Whitehouse spot for milk courted controversy when it was launched in June, following Asda's criticism of Ofcom's rules concerning junk-food advertising. Whole milk ads were forbidden from running during children's programming on the basis that the product was classified as being "high in fat, sugar or salt".