Asda has turned to its staff in place of its Mr Smiley character to show how prices are being rolled back at the supermarket in its latest advertisement, created by Publicis. The ad features a series of shots showing staff carrying out their duties, such as driving lorries, helping customers and stacking shelves. The aim of the ad is to show how Asda staff help to take costs out of the business which are then re-invested into rolling back prices. The ad ends with the line: ‘Always rolling back prices, that’s Asda people.’ Mr Smiley will continue to be featured on in-store material supporting roll-back price activity. Media for Asda is bought by Carat.