There were a couple of maxims’ bandied about the Advertising Industry as we entered this recession, but the bandwagon that everyone seems to be jumping on (especially in England) - is that heritage brands do well in a downturn.

Hovis were the first out of the traps across the water with their Epic spot about a young boy’s trip home through history.

Soon, Persil, Kellog’s, Heinz and Johnson’s Baby Lotion all followed suit, tugging at the heart-strings of our memories and reminding us all just how long they have been with us. At first these Ads seemed like a clever way of re-using old footage, but as more and more brands followed suit, the ads started to blend into one.

Sainsbury’s and M&S recently entered the fold, with carbon copies of each other’s ads, both claiming to be the first to bring in the Avocado.

Comparing these to a different tack taken by Asda with their sharp value message and you have to ask yourself, do great minds think alike, or do fools seldom differ?