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Sainsbury’s has released three 30-second TV spots to promote its own-brand range of foods. The ads, by Abbott Mead Vickers BBDO, are supported by press and outdoor executions.

The "apple pie" spot shows a range of Sainsbury’s own-brand products being used to prepare the dessert, accompanied by a cover version of Kylie Minogue’s Can’t Get You Out Of My Head.

The three ads feature different versions of the song and are designed to "celebrate and elevate everyday food to communicate the quality of the range". The work was created by Michael Jones and directed by Victor Köhler and Albin Holmqvist through House of Radon.