Sainsbury’s launched their heat warming four minute Christmas advert, telling the story of the Christmas truce on the Western Front during World War One. In 1914 Christmas truce began by parties of German and British soldiers to exchange seasonal greetings and songs between their trenches. Sainsbury’s heartwarming advert captivated this by its CGI (computer generated imagery) to tell the historical event as the advert is opened by both the German and British soldiers singing ‘silent night’ in the two languages.
The advert shows the opposing sides stop the battle and call Christmas truce to play a game of football in the spirit of Christmas. The heartfelt advert shows Jim bravely appear out from the trenches to meet Otto in the exchange for the handshakes and a football match. The men try to communicate in their different languages and Jim shows his German counterpart a picture of his love at home. With jumper for goal posts both sides fool around and play a match of football before it suddenly ended by the gun fire and explosions of the War, with the gunfire the match ended and both oppositions gathered and submerged back to the trenches. Sainsbury shared the strong message of ‘Christmas is for sharing’ when Otto was moved to find that Jim had exchanged the chocolate bar in his pocket.
The commercial however was celebrated but yet criticized for being a either a’ great tribute or cynical commercial’ (http://www.mirror.co.uk/tv/tv-news/sainsburys-christmas-advert-2014-moving-4625887). However, Sainsbury’s 2014 Christmas advert is seen to be a marketing genius as in less than 24 hours the chains official YouTube video had more than 1.8 million hits racking in the likes across social networking sites described as ‘the best ever’ festive advert on Twitter and moving many viewer to tears.
By Emily Hughes, Emma Strutt and Laura Gregory, Year 13