This ad airs after the 2009 Brit awards, and Duffy is singing Sammy Davis Jr's "I've got to be me" as she's pedaling around .. a supermarket?

I don't understand neither the ad nor her outfit.

Ad agency: Mother

Commercials: 
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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.