Sainsbury's has unveiled a series of four films to celebrate the often overlooked moments of the British summertime.
The quirky push places an emphasis on the sights, sounds and smells of the season and marks the brand's most recently campaign from Wieden + Kennedy since the agency was appointed by the grocer last August.
The first of the films, 'Table Squish' relies on the nostalgia of the Tetris soundtrack to highlight the tricky task of trying to squeeze dishes on a table packed with guests, while another called 'Dinner's Ready' pinpoints the feeling of anticipation and excitement people feel when they hear those two words.
Two additional 10-second spots, 'Blue Tongues' and 'Sunday Alarm Clock', centre around other summer happenings.
The creative features W+K's hallmark flair and continues the fun tone set by previous campaigns since the agency took over the reigns from former agency of record AMV BBDO.
The first of the four spots will run until 26 September, and the films will be supported by print and digital out-of-home campaigns.
The ads were directed by StrangeLove's Tubby Brother, post by Time Based Arts with sound by Wave.
Peter Browse and Joe Koprowski, creatives at Wieden+Kennedy London, said: "We set out to create work that everyone can relate to. Highlighting warm, positive, summery living well moments, which are full of energy. Throw in a helpful dose of nostalgia with the Tetris soundtrack on Table Squish, and we hope we have made ads that make people smile."