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It's amazing what people will do for love.

Take David in Tesco’s latest series of ads by Bartle Bogle Hegarty. He has been lovingly pretending to his wife that he enjoys spicy food for so long – 15 years, to be exact – that he has the perfect recipe for a curry. The secret is a dollop of yoghurt into his "hot or not chicken curry". The campaign was written by Nick Kidney and George Brettell, art directed by Kevin Stark and AK Parker, and directed by Luke Franklin through Moxie Pictures.