TV ad: The Sun: Jamie Oliver Price Tagged

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Grey London - part of WPP's Team News - has created a humorously tongue-in-cheek TV campaign to promote The Sun's tie-up with Jamie Oliver ahead of the launch of the popular chef's latest cookbook, Save with Jamie.

The campaign shows families how affordable cooking starts with smart shopping; playfully highlighting Jamie's money-conscious credentials in regards to food...if not some other areas of life.

Starting Saturday 24 August, The Sun will be publishing a five-day Jamie Oliver series comprising five collectable glossy recipe cards from Save with Jamie - which aims to help people shop smart, cook clever and waste less - as well as helpful money-saving tips each day, an exclusive interview in-paper and exclusive video content for Sun+ members via thesun.co.uk and smartphone.

Dave Monk, deputy executive creative director at Grey London, says: "Jamie's the perfect ambassador for frugal cooking, but we all know he's completely minted in real life; a pretty funny contradiction we couldn't resist. He's also a bloody good sport and great at not taking himself too seriously."