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Morrisons “Veg” 2026

Morrisons “Veg” (2026) is a Morrisons commercial directed by Nick Ball for Leo, produced by MJZ. It won 5 awards, including shots Awards EMEA 2025 Gold — Casting, British Arrows 2026 Craft Bronze — Casting and Ciclope 2025 Bronze Special Section Branded Comedy.

A group of shoppers, dressed in business attire, find themselves comically lost and disoriented in a vast, muddy field of vegetables, struggling to find specific produce items.

Video: Leo Burnett UK on Vimeo

Shot by shot

  1. A lone farmer in dark clothes walks through a vast field of green cabbage under a dramatic, cloudy sky.© Morrisons0:01
  2. A man with a beard, wearing a suit jacket, pushes a baby stroller through a vast field of green crops under a cloudy sky.© Morrisons0:04
  3. A man in a suit pushes a child in a shopping cart through a vast field of green cabbages under a bright sky.© Morrisons0:08
  4. A woman in a long coat and dress stands in a vast field of green crops, throwing her arms up in exasperation.© Morrisons0:15
  5. A man in a suit stands next to a child in a shopping cart in a vast field of green cabbage under a hazy sky.© Morrisons0:16
  6. A disheveled man in a suit, covered in dirt, looks distressed and confused while standing in a vast field of green crops under a cloudy sky.© Morrisons0:20
  7. A man with a beard and a dirty suit looks around frantically in a field of green leafy plants, appearing lost and distressed.© Morrisons0:23
  8. A woman with dark hair and a light coat runs through a field of green plants, looking distressed with dirt on her face.© Morrisons0:24
  9. A person with dark hair and a light-colored jacket crouches down, harvesting leafy green vegetables in a field during the day.© Morrisons0:27
  10. A young child with a blue beanie and green jacket sits in a shopping cart, looking around a field of green plants.© Morrisons0:28
  11. A person with long dark hair and a light shirt is seen in motion, with a blurred background of green plants under a grey sky.© Morrisons0:29
  12. A man and a child pop up from behind a counter in a supermarket, holding carrots and looking surprised.© Morrisons0:32

Stills © Morrisons. Made by Leo, MJZ and Nick Ball.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Shoppers comically lost in a vast field of vegetables, highlighting fresh produce.

Tagline: “You can't get fresher.”

fish out of waterabsurdist humorstruggle for survivalmiscommunicationjourney to discovery

The cut

Length
40 s
Shots
23
Average shot
1.7 s

What creatives use Morrisons “Veg” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Morrisons “Veg”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A lone farmer in dark clothes walks through a vast field of green cabbage under a dramatic, cloudy sky.© MorrisonsA man with a beard, wearing a suit jacket, pushes a baby stroller through a vast field of green crops under a cloudy sky.© MorrisonsA man in a suit pushes a child in a shopping cart through a vast field of green cabbages under a bright sky.© MorrisonsA woman in a long coat and dress stands in a vast field of green crops, throwing her arms up in exasperation.© Morrisons
    Frames from Morrisons “Veg”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Morrisons “Veg” in order, with its length, framing and what happens in it.

    A lone farmer in dark clothes walks through a vast field of green cabbage under a dramatic, cloudy sky.© MorrisonsA man with a beard, wearing a suit jacket, pushes a baby stroller through a vast field of green crops under a cloudy sky.© MorrisonsA man in a suit pushes a child in a shopping cart through a vast field of green cabbages under a bright sky.© MorrisonsA woman in a long coat and dress stands in a vast field of green crops, throwing her arms up in exasperation.© MorrisonsA man in a suit stands next to a child in a shopping cart in a vast field of green cabbage under a hazy sky.© MorrisonsA disheveled man in a suit, covered in dirt, looks distressed and confused while standing in a vast field of green crops under a cloudy sky.© Morrisons
    Length: 40 s · Shots: 23 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a fish out of water

    Before you present an idea, you need to know who has done it, and how.

    Morrisons “Veg” is built on a fish out of water. Search the library by idea to see every spot that uses it.

    Cupnoodle “Globalization”© CupnoodlePaul Wellstone for Senate “Looking for Rudy”© Paul Wellstone for SenateWaitrose “The Gastronaut”© WaitroseNetflix “Discover Your Future”© Netflix
    Cupnoodle · Paul Wellstone for Senate · Waitrose · Netflix

More commercials by Nick Ball

More from Leo

Award-winning retail commercials

Questions

Who directed the Morrisons “Veg” commercial?

Nick Ball directed it, produced by MJZ, for the agency Leo.

Which agency made Morrisons “Veg”?

Leo created it for Morrisons (2026).

What awards did Morrisons “Veg” win?

5 awards, including shots Awards EMEA 2025 Gold — Casting, shots Awards EMEA 2025 Gold — Direction (Up to and including 60-seconds), British Arrows 2026 Craft Bronze — Casting and British Arrows 2026 Craft Bronze — Director - The Frank Budgen Award.

What is the tagline of Morrisons “Veg”?

“You can't get fresher.”

Sources for the credits and awards

britisharrows.comawards.ciclopefestival.comshotsshots