Sainsbury’s bets on creative flair with Spotify but will it trump status quo ads from supermarkets?

Dancing, Spotify tie-ups, and a catchy tune make for what is clear push from Sainsbury’s to tap the creative talent that made Nike and Three famous, but in a market as functional as supermarkets is there a risk of style over substance?
Sainsbury's first ad under the direction of Weiden + Kennedy has taken a drastically different approach from its previous creative, which for the last 40-years had been under the stewardship of AMVBBDO. The agency was behind the Jamie Oliver campaigns f