After scouring this week's campaigns list I became convinced that the same commercial kept popping up.
It featured an array of (mainly) frozen food packs against a neutral background, accompanied by a jovial regional accent assuring me how incredibly cheap (or is it 'value'?) their (nearly always) Young's frozen something-or-other was.
It all ended with a lightly irreverent bon mot like 'what refreshingly/surprisingly/delightfully great value'. On closer inspection it wasn't the same ad, or rather it was the same ad, but for four different brands - Tesco, Morrisons, Somerfield and Asda.
Two things struck me. First, how on earth does anybody in the real world tell them apart? Second, even though Tesco is becoming easier to knock, it still maintains a little extra class and wit - even in a 30-second product ad. Morrisons however, was a shocker, but maybe for 30-second product ads that's the point.
For those who've missed it, it's a semi-celeb standing at a black-board shouting at you, accompanied by packs of Young's frozen something-or-other. It is, of course, patently unfair to judge Morrisons on the basis of this slice of its marketing. All the more so, given the brutally competitive nature of its business.
Morrisons is one of a clutch of supermarkets that have become a lot more classy lately. They have BBC-ed their accent, widened their aisles, recruited a bevy of middle-England-friendly stars and muscled their way in among the big boys.
Along the way they've also acquired big clever marketing departments and (very wisely) some big London agencies. It's easy to argue in favour of breaking the rules, but if you're an outsider trying to get accepted into the club, maybe you need to play by the rules before you consider flouting them.
With its current campaign, Morrisons shows that it understands this: food credentials, check; unthreatening celeb, check; value, check; quality, check; understated charm, check; choice, check; big but local: check.
However if this is the strategy, then it's strategy as a bridge, rather than an endgame. It can't last forever. It is in the club now, and if it really wants to win, as opposed to just taking part, it should be planning now for its moment of differentiation - to rediscover its soul.
This will be the moment of truth - and perhaps that will include (or be driven by) a way to make the all-important 30-second product ad in a way that is distinctively its own.