Sainsbury's "Messy hands" by Wieden & Kennedy London

Sainsbury's is diving into summer by celebrating the uninhibited pleasures of eating.

The fast-paced shots of messy eating show the joy that comes from digging into delicious food, unafraid of judgement and oblivious to your surroundings. The ad was created by Joris Philippart, Juan Sevilla and Mico Toledo at W&K London, and directed by Tubby Brother through StrangeLove.