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Ad of the Day: Asda - Beans

This is one of those executions where the director appears to have gone above and beyond the call of duty. There's nothing wrong with the script, but this treatment breathes extra life into it and ensures that it stands out where it might not have done. Hats off to Good Egg's Chris Sweeney. It perhaps wasn't an obvious move to hand this project to a director best known for his visual flair, but it's paid off. It can't be easy to create advertising for Asda - any attempt to overtly upgrade their image is likely to come apart because of the need to emphasise the chain's cheapness; but Saatchi & Saatchi seem to be steering a middle course brilliantly: the emphasis on value is still there but there's also an increasing tendency to offer a nod towards quality. It's good timing - the public may still want their food to be as inexpensive as possible but the horse-meat scandal has made it clear that there's often a different price to be paid when supermarket offerings are too cheap to be true. Agency: Saatchi & Saatchi Creative: Rob Potts / Andy Jex TV Producer: Marie Hughes Production Co: Good Egg Director: Chris Sweeney Producer: Emma Butterworth Photography: Tim Maurice-Jones

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