Right, back to an ad a day, this time a celebrity supermarket slot from DLKW Lowe
Well, as far as these things go, it's beautifully done. The message - Morrisons do a range of ready meals from different cuisines - is put across simply and effectively.
But Flintoff is the perfect find for so many reasons. Men want to be his mate, women want to be his mistress. He's charming and handsome, and has a populist appeal that a Michael Atherton or a David Gower could never possess.
But more to the point, he just nails it. There must have been some high-fives after the first screen test. He's down to earth, but he pitches in and learns the foreign phrases to each of the chefs. He's blokey, but not wooden. The sign-off "champion" works because it reflects both his image and the brand's image.
Richard Hammond, take note.