DAVID reviews

3 October 2017

Sainsbury's: Mobile munchies.

by Andrew MacGregor


Sainsbury's: “Dinner Plans” - 60s

This emoji-laden Sainsbury’s commercial succeeds where ‘The Emoji Movie’ failed. Set within a bustling train station, we see various commuters discuss dinner plans via text. Whether it’s an eye-watering curry or god - sorry, cod - this lot whet the appetite with quickfire emotes. Well, almost everyone.

The ad captures the gentle thrill of knowing something tasty awaits at home. Colourful emojis stand out against the brand’s familiar monochrome aesthetic. The soundtrack works, too: jaunty swing music offsets the modern graphics well. Worth a smiley face.


Creative Agency: Wieden + Kennedy Ⓦ
ECD: Tony Davidson / Iain Tait
Creative Director: Sophie Bodoh / Scott Dungate / Anders Stake
Creative: Joris Philippart / Tomas Coleman / Clarence Bradley
Group Acc Director: Aaron Cole
Account Director: William Smith
Account Manager: Charlotte Gunn
Senior Planner: Tom Lloyd
Planner: Nick Exford
TV Producer: Samara Zagnoiev
Film Production: Iconoclast Ⓦ
Director: Mees Peijnenburg
Producer: Hera King
Cinematography: Rina Yang
Colourist: Simone Grattarola @ Time Based Arts Ⓦ
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