Gateshead's Metrocentre is trumpeting its status as 'Britain's best shopping centre' in a new TV advert. Watch it here.

Metrocentre was deemed Britain's best in the bi-annual Going Shopping Guide produced by retail researchers Trevor Wood Associates.

Its new TV ad, created by Newcastle agency Robson Brown, plays on the accolade and shows the centre's wealthof retailers, leisure attractions and restaurants.

Duncan McEwan, creative director at Robson Brown, said: “Having been Metrocentre’s preferred creative agency for 22 years, the award gave us a great opportunity to reposition our creative ideas to represent the brand in its most fashionable patriotic light, by adding the British references and a creative twist on the use of high-fashion shots against a giant Union Flag."

McEwan added that the ad was produced entirely in-house at Robson Brown after the agency upgraded its edit suite capabilities.

Metrocentre's ad follows its recent opening of The Qube, a leisure and entertainment mall inside the centre, which has been unveiled after six years of refurbishment.

Karen Carr, marketing manager at Metrocentre, said: "Now that the Centre’s redevelopment is complete we thought that it was time to tell our shoppers how extremely proud we are of achieving this position again and, most importantly, showcasing our new retailers, restaurants and leisure attractions.

"We also want our shoppers to be proud; it’s a great accolade, not just for the Centre but for the region, which will be another reason for making the north east an attractive place to visit - and of course shop."

The ad will run during prime-time slots on ITV1 until October. Robson Brown estimates it will be seen by more than "two million viewers" in the Tyne Tees region.