Sainsburys new TV spot combined beautiful type with a brand crime

The photography and art direction is really nicely done. The music choice (a stripped down acoustic cover) is a little obvious, but effective. Then comes the delicately handled type. Clear, playful and doing wonders for the brand.

And then comes the end card. In case you're wondering this is where the logo is supposed to be visible.

The Art Director on this ad and the Sainsburys Brand Manager should be thinking again about the purpose of an advert.