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By Amy Houston, Senior Reporter

June 17, 2024 | 4 min read

The work brilliantly showcases the supermarket throughout the years with conversations between customers and colleagues, landing it our top spot today.

As Morrisons approaches its 125th birthday, a new ad cleverly showcases the evolution of the store from its inception to the present day. It begins with founder William Morrison at his market stall in Bradford, taking viewers on a journey through time.

The narrative emphasizes the role played by skilled butchers, fishmongers, bakers and cheesemongers, highlighting their daily interactions with customers.

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Its visual storytelling is enriched by the changing uniforms of Morrisons’ staff. Initially wearing white overcoats, the uniforms evolve to include red bow ties and boaters, reflecting different eras. Meanwhile, customers are depicted in period-specific attire, transitioning from hats to brown sheepskin jackets and shell suits, adding a layer of authenticity and charm to the commercial.

The combination of nostalgia and storytelling makes the ad a standout piece in our eyes.


Advertising agency: Leo Burnett UK

Chief creative officer: Mark Elwood

Creative director: Gareth Butters

Copywriter: Matthew Wood

Art director: Thomas Loveless

Creative director Of Design: David Allen

Senior designer: Rupert Knowlden

Designer: Roxanna Iriciuc

Head of planning: Joe Beveridge

Senior planner: Jenika Hadipour

Business director: Sophie Garrett

Account directors: Matt Paul, Ben Mallins

Senior account managers: Carys Parry, Gabriella Watts

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Account executives: Meyaa Nelson, Jess Lakay

Agency producers: Anna Cartwright, Helen Choonpicharn

Chief production officer: Emily Marr

Media buying agency: Wavemaker

Media client lead: Dan Jannings

Media strategy partner: Richard Bartlett

Media planners: Laura-Louise Cooper, Emily Gordon

Production company: Academy

Director: Us

Editor: Billy Mead @ Ten Three

Producer: Tom Farley

Post-production company: Black Kite

Grade: Tom Mangham

Audio post-production company: Adam Smyth @ String & Tins

Music: Wake The Town and String & Tins

Stills photographer: Gareth Sambridge

Stills production: Annex

Stills producer: Basil Stephens

Stills post-production: Annex

Creative Creative Works Leo Burnett

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