Asda wins this year’s battle of the Easter ads, with a spot that suggests it’s taking the holiday seriously: there’s a sprinkling of the magic you might expect from a Christmas ad here.

The magic in question is of the Lewis Carroll variety. Two bored kids with bunny ears await the delivery of a big Asda shop. Next thing we see them climbing into the sustainable bags, transformed into a warren of strange proportions full of bunnies, clocks and Asda produce, including some cute animated bunny crumpets, cakes, explosive eggs and an upsettingly purple hot cross bun (its hue remains unexplained).

Some self-administered bottom taps magic the moppets back to the family table, where a feast awaits – as does a reminder of Asda’s price message.

A jolly ad, with jolly impressive production values.

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