Asda’s new TV advert, which cheekily casts a mother as the ‘Chancellor of the Checkout’, proved worthy of a media melee.

The campaign, created by Saatchi & Saatchi, promotes the retailer’s new Price Lock guarantee and humorously parodies the traditional scene of the Chancellor outside 11 Downing Street, holding his suitcase aloft.

The advert was appropriately timed, running during the commercial breaks in ITV’s coverage of Chancellor George Osborne’s Budget last week, and a wider Price Lock ad will air in April.

The campaign highlights that although there is continued economic uncertainty, Asda customers can be reassured that its prices won’t increase.