Ocado’s mirthful memory joggers

Directed by thirtytwo through Anonymous Content and created by St Luke’s for Ocado, this droll spot features a series of nicely observed vignettes in which consumers are struck with shopping ideas. 

Titled Inspired Choice it sees a man who spots a sloppy eater putting ‘babies bibs’ on his list, a woman on a date with a dullard banging on about his yoga holiday start surfing for waffles, a dog with dog breath inspiring the purchase of mouthwash and most cheekily, a male life model reminding an artist he needs to buy cocktail sausages. 

To coincide with the new ad, Ocado asked more than 2,000 respondents for the strangest place they had amended an online order. Responses included: at a funeral; in a maths class; in labour while on the way to the hospital; sitting on top of a ride-on mower; at the fishmongers and – the place where inspiration most often strikes – on the toilet.