Sainsbury’s has subtly evolved its distinctive black-and-white-and-orange ad campaign for this new summer ad. There’s now more colour, but the montage, cut-outs and orange lettering ensure it’s still immediately recognisable as a product of Holborn.

What’s new is a focus on sound. A dripping ice cream ascends to some typical summer garden noises, invisible bites are taken from a strawberry in time with some Wimbledonian thwacks, and a lemon wedge lands in a drink with the same joyous splash as an excited kid jumping into a swimming pool.

It’s surprising just how evocative the sounds of summer are. Some are crowd noises we won’t hear this year, but the format allows Sainsbury’s to wriggle out of the conundrum of how to present this visually. The food looks good though.

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