"by Sainsburys" New Advert from AMV BBDO

I've been meaning to write up about this for a while now, the "by Sainsburys" adverts keep catching my eye, they seem to have been stripped back and given a no fuss, luxurious feel. The typography is what strikes me the white simple type lends itself well to the HD close up shots of the product. It has a very British feel and I almost want to say it reminds me of the seaside but I'm not sure why maybe its because of the typeface I'm not sure. 

The company that designed, AMV BBDO, them are big business working with snickers and EDF to create that familar little orange blob. I think what I like most about their work is the ability to find fun in a product or company and thier ability to capture your attention and keep you gripped till the end of the advertisement.