Berry good

Not sure what's with my supermarket fix at the mo' - I seem to have my attention focused on delivery vans for some reason. I do like this ad though; it has all the ingredients of a simple, elegant and effective piece of advertising communication. Nice in-your-face photography with bang-on positioning, Tesco brand colours (red and blue),  clean and simple art direction and the piece de resistance, the copy, superbly spare. The headline communicates fast and smart, spot on for the target audience, who will be time-poor and run their lives via the internet. The van is the perfect medium for this message, carrying with it the subliminal suggestion that the dewy new strawbs may even be harboured inside the van, having not long since been just digital facsimiles on the home shopper site. Thanks, number 211, for not reversing.