Does Sainsbury's Christmas 2014 war-time ad win?
After its release yesterday, sadly Sainsbury's missed out on our recent Christmas ad poll, but we at .rising have shed a tear and raised a few goosebumps over this ad.
After its release yesterday, sadly Sainsbury's missed out on our recent Christmas ad poll, but we at .rising have shed a tear and raised a few goosebumps over this ad.
After its release yesterday, sadly Sainsbury’s missed out on our recent Christmas ad poll, but we at .rising have shed a tear and raised a few goosebumps over this ad:
A marked shift away from product-led adverts such as those seen by Lidl and Mark’s and Spencer, Sainsbury’s ties in the 100th anniversary of World War One with Christmas in a respectful way.
The ad poignantly reflects on Christmas Day 1914, when British and German soldiers called a truce on the front-line, swapping stories and playing a game of football during a brief glimpse of humanity in what was a gruesome war.
“This year, we wanted to reflect that theme of sharing in our Christmas campaign through the lens of one of the most extraordinary moments of sharing in modern history,” said Mark Given, head of brand communications, Sainsbury’s.
The ad, directed by Ringan Ledwidge, depicts a British solider leading a tense truce between both sides. The brave Brit befriends a German counterpart, who finds he has been gifted a chocolate bar on return to his trench.
As long-time charity partner to Sainsbury’s, The Royal British Legion worked with creative agency Abbot Mead Vickers BBDO to accurately portray the historic event. The chocolate bar featured in the ad will be available to purchase at Sainsburys’ stores for £1, with all proceeds going to The Royal British Legion.
Despite the near 1.5m views on YouTube since its release yesterday there have been mixed reactions to the ads release, with many feeling that Sainsbury’s has manipulated a ‘black mark on history’ for commercial gain.
Harry J on YouTube commented: “…using the memories of those who died in a war in order to make profits. It’s done in the most explicit way possible. Total exploitation.
“Ultimately it trivialises war and exploits the dead.”
Another comment from tudortoomey read: “There’s something utterly wrong about capitalizing on one of great human tragedies to flog some Christmas [stuff].”
It’s clear that drawing on such an emotive subject has created an impact and has struck a chord with many people. Some perceive the ad as distasteful, but many are happy that Sainsbury’s is raising money and awareness for The British Legion at the same time as commemorating the bravery of countless British troops.
What do you think?
I do
My first reaction was to condemn it as shameless profiteering, but I think the fundraising angle compensates adequately. Sadly, that doesn’t come across in the ad, with just a cursory mention of RBL’s involvement tacked onto the end. Feedback I’ve had from acquaintances and friends, though, has been largely positive.
If lack of awareness is as huge as suggested by the X-factor poppy comments, perhaps the ad will serve to educate as to how better futures are created by brave people, and why we work to remember all those who contributed in the hardest way.