Christmas is a time of year brings us many things.
All the roast meat you can dream of, copious amounts of mulled wine, outrageously booze-filled Christmas work parties and of course the many, many tearjerking Christmas adverts.
Each year, the race to release the most heartwarming Christmas ads seems to be getting more and more competitive. Usually, John Lewis takes the cake, however, Sainsbury’s new advert has definitely risen to the challenge.
The concept for the ad is based around a school Christmas show. It begins with a shy looking “North Star” getting ready to sing a festive version of the New Radicals classic, “You Get What You Give”.
At first, we think she might be too nervous to sing and looks to be on the verge of tears…but then the curtain raises, 60 odd kids run out to join her and she absolutely smashes it.
While the “North Star” undoubtedly kills it, the true MVP of the whole show is Harrison the “plug”, a 10-year-old who nails his leap and land into the plug socket with ease.
Sainsbury also released an accompanying behind the scenes video following the children during their rehearsal process and of course the filming of the big show.
We learn that all the parents in the audience are the children’s actual family members, meaning all their proud smiles are genuine.
The advert was directed by Michael Gracey who also directed one of this year’s biggest Hollywood hits, The Greatest Showman. Of the ad, Gracey said “”We set out to craft an ad that embodies the joy and imagination of the festive season”.
“We hope it’s a message that resonates with people from all walks of life this Christmas.”
That message being the tag line of the ad “We give all we’ve got, for the ones we love”.
The advert doesn’t come without a little bit of controversy. Many commentators have begun comparing the advert the John Lewis and Waitrose collaboration ‘Bohemian Rhapsody” that was release earlier this year.
Sainsbury’s head of broadcast, Laura Boothby, has since responded to these claims speaking to the Metro, she said “We started work on this in January and the thing we were really inspired about is every single school up and down the country is doing a nativity play.”
‘That’s really what this is about. I don’t think you question it’s from Sainsbury’s. We’ve got black and white at the beginning, there’s orange all the way through, so I’m not worried about it.
‘What we’ve created is a really lovely piece of festive joy and I think that’s how people will view it.’
It will be a tough job for John Lewis to top this one, but I guess we will just have to wait and see what tearjerking production they bring to our screens this year.