The nation had grown tired of Richard Hammond pushing a shopping trolley around the country accompanied by Take That. There was a chance to do something different for Christmas.

Provenance was everything for Morrisons but rather than just tell people the facts about their supply chain, we thought it would be fun to find it out through the eyes of kids.

The ads were praised for using real kids and unscripted dialogue. Much of that was down to the wonderful director and a little bit was owing to the script - written to seem unscripted.