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13 May 2019

Let them eat cake.

by Jason Stone


Sainsbury's: “150th Anniversary Cake” - 60s

Although the voiceover artist is a tad earnest as she tries to negotiate some awkward scansion, the zoetrope at the centre of this commercial celebrating Sainsbury's 150th anniversary is a spectacular set-piece and marks this out as an impressive piece of work.

It crams in a fair bit of backstory as it reveals that the retail giant was founded by John James and Mary Ann Sainsbury in 1869, before walking us through various pivotal moments from its history, some of which have already been cited by other TV commercials over the years.

The monochrome which has been a motif of Sainsbury's advertising since W+K took over is used smartly to reinforce the idea that this is a brand with an impressive heritage. It also creates a terrific visual contrast with the colourful zoetrope cake... which looks as though it emerged from the patisserie division of Willy Wonka's famous chocolate factory.

Pulling it all together is the idea that Sainsbury's have been "doing their bit" over the 150 years that they've been providing groceries to punters in Britain. This includes their effort to provide jobs to returning soldiers after the Great War as well as their strong association with Comic Relief, and it's a good look in the era of food banks to hint at an underlying kindness in their modus operandi.


Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
Creative Director: Dan Norris / Ray Shaughnessy
Creative: Florence Poppy Deary ♀ / Ruby Norman-Curren
Agency Producer: Tom Dean
Film Production: Agile Films Ⓟ Ⓦ
Director: Noah Harris Ⓟ Ⓦ
Producer: Cathy Hood
Production Services: Radioaktivefilm Ⓟ Ⓦ
Executive Producer: Myles Payne
Cinematographer: Patrick Meller
Production Designer: James Hatt
Editor: James Rosen @ Final Cut
VFX: Ludo Fealy (Supervisor) / David Keegan (Producer) @ nineteentwenty
Sound Designer: Jim Stewart @ String and Tins Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.