In the Christmas ad race, Sainsbury’s has released its offering for the festive period. A change in direction from the “Christmas specials” its previously done, this year’s ad is an extension of Sainsbury’s year-round Living Well Campaign.
Led by Wieden+Kennedy London and directed by French director duo We Are, Every Bit of Christmas celebrates the many ways Brits live well over the festive season. The spot centres around a sing-a-long festive track from Ben “Doc Brown” Smith and is composed by Mikis Michaelides.
The song features members of the public and Sainsbury’s colleagues merrily singing about the things that “help them to live well at Christmas time” including “nibbles weighing down my paper plate” and “best time for showing off terrible jumpers”. Royal Family favourite Ricky Tomlinson and Kermit the Frog also make surprising cameos in the ad.
Over the last couple of years Sainsbury’s has been a big player in the Christmas ad stakes. In 2014, its ad 1914 was inspired by the Christmas Truce during World War One on Christmas Day. In 2015, the brand adopted a lighter tone with Mog the Cat, where it brought Mog to life through a series of festive calamities. And in 2016, Sainsbury’s went for a three-minute fully animated musical titled The Greatest Gift.
Laura Boothby, head of broadcast communications at Sainsbury’s, says: “Living well has been at the heart of our advertising all year and there is no better time to celebrate that than at Christmas. There are so many rituals and moments that makes each person’s Christmas special and we wanted to feature as many of these as possible – and all set to a catchy festive tune!”
A karaoke version of the 90-second spot is also available for viewers to sing along to.