2014’s Christmas ad from Sainsbury’s – Christmas is for sharing. Made in partnership with The Royal British Legion, it commemorates the extraordinary events of Christmas Day, 1914, when the guns fell silent and two armies met in no-man’s land, sharing gifts – and even playing football together.
The chocolate bar featured in the ad was on sale at Sainsbury’s at that time. All profits went to The Royal British Legion and benefitted our armed forces and their families, past and present.
I have watched the new Christmas ads this year for several supermarkets, M&S, Tesco, Sainsbury’s itself, and a few others, too, but in my humble opinion, although many of them are clever and good, none comes up to standard of this superb Christmas ad. This ad is the work of a genius! It is thoroughly moving and thoroughly meaningful. The advert encapsulates the TRUE meaning of Christmas, bringing two warring nations together. Showing us all what Christmas should be about: love and peace, caring and sharing. No ad could express these things better than this does. So often, when we look at Christmas ads today, all we can observe is froth and bubble and light-heartedness. — © Mark Alexander