Tesco must have had a long, hard think about the five-letter words it’s popping on its shopping bags as part of its new ‘It’s Everything’ campaign. And the likes of ‘party’, ‘loved’ and ’treat’ work nicely. ‘Thank’, though, is weirdly truncated, ‘quiet’ is just weird and ‘sorry’ is a straight-up bad idea.

All feature in the supermarket’s TV ad, which shows a series of shoppers on related missions. A lad says ‘thank(s)’ to his mum with a home-cooked meal. A fella mends his relationship with dinner from a ‘sorry’ bag (we said it was a bad idea).

There’s a lot to keep up with, but the food looks good… when you can see it. This ad is predominantly dark: presumably because it’s winter and Tesco is keeping things real, but it’s a grim palate to use just as the UK’s days begin to noticeably lengthen.

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