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The latest spot in Tesco's 100th anniversary campaign stars presenter Anneka Rice and stop-motion animated clay characters Morph and Chas.

It opens with footage of 1980s TV programme Challenge Anneka that makes it seem as if Rice’s signature dash out of a helicopter is towards a Tesco superstore. Morph and Chas, who were popularised on children’s art shows from the 1970s, appear on a supermarket shelf. The work was created by Chloe Stephenson and Charlie Pendarves, and directed by John Sunter through MPC Creative.