Sync Story: Sainsbury's/Wiley/Sean Paul/Stefflon Don

Ben Homewood

Forget 1967, this year the words ‘summer of love’ belong to Sainsbury’s and Wiley. The grime legend’s track Boasty – made with Stefflon Don and Sean Paul with a guest spot from Idris Elba – complements this new spot perfectly.

Tu, Sainsbury’s clothing range, has launched a TV ad aimed at encouraging positive discussion around body image.

Music supervisor Jack Derbyshire heaps praise on Boasty, which has more than 35 million Spotify streams.

“It was the standout choice from the ...

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