This summer, Sainsbury’s is celebrating the overlooked moments of how Brits are living well.

Following the launch of Table Squish, we’ve created a further three films: Dinner’s Ready, a 20 second spot which centres on that moment of anticipation and excitement when you hear the call of “dinner’s readyyyy”; Blue Tongues, which showcases a cheeky competition between friends as to whose tongue can turn the bluest from a fresh homemade ice lolly; and Sunday Alarm Clock, highlighting that simple pleasure of waking up to the sounds and smells of a tasty breakfast cooking.

 The films will play out on TV all summer, supported by print and digital out-of-home campaigns. All four TVCs were directed by StrangeLove’s Tubby Brother, post by Time Based Arts with sound by Wave.

To raise money and awareness for Positive East, Wieden+Kennedy London’s Freddy Taylor and Paddy Treacy teamed up with artist Fredrik Andersson to create the Arse Vase – a handmade ceramic vase that’s in the shape of a cheeky little arse.  They look like this:

Supported via our Spore Fund Scheme, which helps facilitate personal creative projects, the Arse Vase comes in three different colours: pink, tan and brown. Smooth or hairy. The vase was created to raise badly needed funds for Positive East, help fight the stigma around HIV in a playful way and raise awareness about the charity and the great work they do.

Ian Montgomery of Positive East said: “The money raised from the Arse Vases will enable us to provide direct care and activities – ranging from counselling to group support – to more than 1,700 people living with HIV in east London over the next year. It will also support our HIV prevention activities and allow us to provide 1,500 free, confidential and rapid HIV tests and provide sexual health information out in the community.”

Want an Arse Vase? The first edition has sold out, but you can add yourself to the waiting list at arsevase.com.