Sainsbury’s seems to be on to a good thing with its feelgood black & white ad push. And now spring is here, it’s moved on to the only thing it can think of that’s more joyful than dancing and cooking: dogs.

The ad isn’t actually for dogfood, though its shaggy star might disagree. We see a hound unleashed in a local park at the height of picnic season. A POV doggycam records the impressive speed with which our furry hero locates potential food sources.

The dog’s sandwich-seeking meet-and-greet is interspersed with colour shots of food – the contrast with the monochrome making it stand out – while frenetically funky music and cartoon sound effects add further excitement to this fresh-feeling, distinctive ad.

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