Sunday nights in autumn can only mean one thing. It’s time to kick back, pour yourself a drink and switch the telly over to ITV for an hour of opulent and compelling drama.

The nation’s – and one of the world’s – favourite shows, Downton Abbey, is back at last.

The show returns to the screens of its 15 million regular viewers today for its fourth season, very fittingly sponsored by Tesco finest*. It’s a perfect pairing – the finest* range sees Tesco deliver premium food and drink, and Downton Abbey is a quality viewing experience.

We created a set of 5, 10 and 15-second idents to bookend the ad breaks during the season, as well as digital banners. The idents were directed by Jim Gilchrist through MJZ and echo the show’s unmistakable tone, delivered by a modern family in the home.  

The idents feature an extended family enjoying the finest* range in the home, borrowing from the show’s witty and warm moments. Each spot is a lighthearted mini-drama of its own, sprinkled with some loaded looks, some tense moments and the sort of clever quips the Dowager Countess would be proud of. 

Sit back, crack open a bottle of your favourite finest* and enjoy the opening 90 minute blockbuster. 

To find out more about Tesco's finest* sponsorship of Downton Abbey, head over to Tesco's blog here.

It's pretty crowded and noisy here at WK Towers. There's a shortage of quiet spots from which to make a phone call. So we've acquired a phone booth which, as you can see, has been customised in special Welcome to Optimism house colours. Nice.

It's already generating some interest. Probably won't be long before it's covered in prostitutes' cards and being used as a toilet.