"Life Delivered"

22 May 2025

90s

Simply sumptuous.

A very simple conceit has been delivered with astonishing skill by Louis McCourt of Lovw Song in this captivating commercial for the posh-people delivery service Ocado from Uncommon. Running the action backwards enables a reminder that every great summer spread starts with food that needs to be prepared, and the better the quality of that food, the better the spread.

The devil of this proposition is in the detail, and the details are sensational. McCourt has marshalled his team of top craftspeople to create an outstanding piece of food love. Paul Watts and Sam Jones of The Quarry have edited the sublime footage shot by Jasper Wolf, with production designer Arthur do Borman and food stylist Katie Giovanni at the top of their game as well.

Punters are loyal to their supermarkets, and it is difficult to persuade them to switch. That can mean that a commercial like this will provide a boost to the whole sector rather than bringing a benefits only to the advertised brand... but this one hits different, and seems likely to generate a meaningful bump for Ocado. We certainly hope so, as it deserves to.

UK

Supermarket Delivery