Sainsbury’s unwraps Christmas ads

Sainsbury’s is to centre its Christmas ad campaign around the small events and moments that lead up to 25 December, with 14 different ads.

Sainsbury's Christmas
Sainsbury’s Christmas ad bids to celebrate the little moments that lead up to the big day.

The TV campaign – dubbed “Christmas Days at Sainsbury’s” – will air from tomorrow (13 November) with the first three ads running back to back. The remaining 11 films will broadcast in the weeks leading up to New Year’s Eve, with a different ad to be aired each day to ensure viewers see as many new ads as possible.

Some of the events and moments portrayed by the ad include sneakily eating a chocolate truffle on the sofa after a hard day’s Christmas shopping and trying to impress the neighbours with posh nibbles.

The ads are set to the track “Through Frozen Forests” by relatively unknown artist Aaron Espe, which will be used across all Sainsbury’s above the line festive advertising.

To complement the TV ads, Sainsbury’s is also to launch its first interactive outdoor campaign. Sites will invite the public to “test” the poster’s lights by pushing a switch on a giant plug and socket, to represent the moment when people take their Christmas lights out of the box to see if they will work again for another year.

Sarah Warby, Sainsbury’s marketing director, says: “Christmas is a really special time for our customers and colleagues and we know that it’s not just one day that makes Christmas special, but a series of moments that are celebrated throughout the holiday season.”

Sainsbury’s 2011 Christmas ad marked the supermarket’s last campaign with its former brand ambassador Jamie Oliver. The latest campaign was created by AMV BBDO, while the ads were produced by Smuggler.

Sainsbury’s is the last of the major supermarkets to air its Christmas campaign. You can watch all the other 2012 Christmas 2012 ads here.


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