// Sainsbury’s advert aired for the first time this evening on ITV during the Angela Black Special
// This year’s advert was created by global advertising agency Wieden+Kennedy
// Sainsbury’s immerses viewers in a single moment by travelling through and experiencing every detail of the scene of a typical Christmas Day
Sainsbury’s has unveiled its much anticipated Christmas advert ‘A Christmas to Savour’.
The Big 4 grocers advert aired for the first time this evening on ITV during the Angela Black Special and online on YouTube and celebrates the enjoyment of friends and family coming together, following last Christmas not being “quite as expected”.
The advert opens with someone plugging in Christmas tree lights, with the words ‘Welcome Back to Christmas’ appearing on the screen, before the fairy lights illuminate and everyone and everything freezes.
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Sainsbury’s immerses viewers in a single moment by travelling through and experiencing every detail of the scene of a typical Christmas Day.
The advert opens with someone plugging in Christmas tree lights, with the words ‘Welcome Back to Christmas’ appearing on the screen, before the fairy lights illuminate and everyone and everything freezes.
A toy stops in the air mid backflip before the camera pans around the room to show different loved ones frozen in time, whilst Etta James’ ‘At Last’ plays in the background.
The words ‘A Christmas to Savour’ appear on the screen, with Stephen Fry’s voiceover proclaiming: “It’s been a long time coming, so let’s make it a Christmas to savour”.
This year’s advert was created by global advertising agency Wieden+Kennedy.
“With so many of us unable to spend Christmas with our loved one’s last year we, along with the nation, are really excited to fully celebrate Christmas once more,” Sainsbury’s director of brand communications and creative Radha Davies said.
“One of the true highlights of the festive season is the much-anticipated Christmas dinner. Whilst the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and above all, having fun together.
“That’s why we decided to focus on savouring every moment with this year’s ad. We really hope everyone truly gets to enjoy themselves this year and can make it one to remember.”
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