W+K London and Sainsbury’s launch summer living well campaign


For the months of July-September, Wieden+Kennedy London and Sainsbury’s have produced four films and subsequent print and digital work which celebrate often overlooked moments of how Brits are living well this summer.

The films are made up of Table Squish, a Tetris-inspired 30-second advert which celebrates the joyous task of trying to squeeze all the dishes on the table when we have friends and family round to eat outdoors; Dinner’s Ready, a 20 second spot which centres on that moment of anticipation and excitement when you hear the call of “dinner’s readyyyy”; and two 10 second films, Blue Tongues and Sunday Alarm Clock. Blue Tongues showcases a cheeky competition between friends as to whose tongue can turn the bluest from a fresh homemade ice lolly, while Sunday Alarm Clock highlights that simple pleasure of waking up to the sounds and smells of a tasty breakfast cooking.

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.”

Laura Boothby, Sainsbury’s head of broadcast campaign, said: “All four videos are based on insights that I think will really resonate with our customers over the summer months. There’s a strong sense of fun that shines through and the enjoyment of food is central to each one. 

“My favourite is probably ‘Dinner’s Ready is living well’ as it plays on the universal excitement that comes with being called to the table. It seems to have struck a chord with everyone who’s seen it so far.”

The first of the four TVCs started airing from June 28 and will run until September 26. The films will be supported by print and digital out-of-home campaigns.

The films were directed by StrangeLove’s Tubby Brother, post by Time Based Arts with sound by Wave.