"John"

21 September 2022

30s

Anti-queue technology.

There are shades of A Bit of Fry and Laurie's The Understanding Barman sketch in this Sainsbury's ad. The omnipotent Stephen Fry tells John that he could've saved money on his groceries via the Smart Shop app—classic silly billy behaviour. More abstract insults follow as customers finish Fry's sentences.

Even if the actor's narration sounds too smug for a cost of living crisis, the ad shows that Orange Supermarket plan to save customers time and money. Coupled with another pay rise for workers on the brink, the brand are on a significant charm offensive as autumn takes hold.

UK

Supermarkets