The ads will show Nesbitt – best known for TV drama Cold Feet – travelling to France to visit Asda’s Bordeaux vineyards and then working with employees at the Asda’s Pudsey store.
Nesbitt is taken through the paces of picking grapes, wine tasting, gurgling, stoking the fires and then returning to the store to promote the new mini wine bottles directly to Asda customers.
The commercial features Asda’s 25cl wine tasters, aimed at encouraging trial among shoppers less confident around wine. The price of the mini bottle is refunded to customers who go on to buy the 75cl version.
Nesbitt said: “The past two days has been a real eye-opener and it’s been a fantastic experience from start to finish. I particularly enjoyed tasting the wine itself, although I’m still not convinced the blindfold was necessary.”
Asda’s wine buying manager Phillippa Carr MW said: “We were delighted to have James on the team – he took to wine tasting like a true professional. His only disappointment was having to come home.”
Celebrities who’ve appeared in previous Asda commercials include Victoria Wood, Paul Whitehouse, Liza Tarbuck and Ian Wright.