'Barbecue' is a 40-second spot that launches four summer-themed ads that will be released in quick succession over the summer of 2016. It sees James Martin enjoying a rare moment of garden relaxation that is suddenly curtailed by the arrival of an Asda mum’s hungry kids and their friends. 'Barbecue' was swiftly followed by 'Bike Ride', which involves James Martin coming to the rescue of a family on a day out who are bored with the same old sandwiches.
The ads are the first from Saatchi & Saatchi for Asda, following the agency’s appointment in April. Directed by Jim Gilchrist at Outsider, the new creative is a platform to launch Martin’s series of recipes and hints that will provide UK families with meal inspiration perfect for every day of the week.