"My Choice" ('More Choice Because It's Your Choice') television commercial

'Television commercial (30 seconds) titled 'My Choice' promoting Sainsbury’s “More choice, because it’s your choice” initiative in which customers could nominate products to be sold in its stores. The top 100 products would be introduced in Sainsbury’s stores. It was filmed on 2 to 4 July 1997 at Mr Lighting Studios, London and was due to air on television from 5th August 1997.

The advertisement shows various products being nominated and being placed down by hand artists in front of the camera. It was voiced by Ian McShane (with voiceovers by Sumitra Bhagat, Justin Pickett, Liz Morton, Brian Poyser and Kerry Fletcher stating nominations for products). It finishes with the slogan “Sainsbury’s Fresh Food, Fresh Ideas”.

There are two very slightly different versions of the advert. The “More choice, because it’s your choice” graphic differs between the two versions – one has the text on two lines, the other has the text on three lines.

Advertising agency: Abbott Mead Vickers BBDO. Advertising agency reference AMV/SAMY408/030 (the three line version), the other version appears to have a reference of AMV/SAMY410/030.