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

Staff Writer

The Drum is all about modern marketing and media. In addition this website and The Drum magazine, the company is also responsible for the Recommended Agency Register - which aims to match the right agencies with the rights clients - and MiNetwork, an organisation which aims to make independently minded agencies more successful.

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