Sainsbury's shows us the beautiful story of the 1914 Christmas truce, which gets me bawling every time. It's been in countless history documentaries, a french movie in 2005, and the miracle of world war 1 was even made into two operas - 'Silent Night' and 'All Is Calm'. If this story doesn't move you, your heart is made of stone.
The chocolate bar in the advert is on sale at Sainsbury's now £1, and all profits will be donated to the Royal British Legion, who partnered with Sainsbury's to make this ad.
Client: Sainsbury's & The Royal British Legion
Ad Agency: AMV BBDO
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Interesting to see that opinion on this bold piece is not categorically positive.
Ally Fogg writes today in the guardian: "Sainsbury’s Christmas ad is a dangerous and disrespectful masterpiece - In making the first world war beautiful to flog groceries the film-makers have disrespected the millions who suffered in the trenches.
...Nowhere in the new advert do we see the blood and entrails, the vomit and faeces, the rats feasting on body parts. The response might be “well they can hardly put that in a Christmas advert can they?” and that would be entirely true. Which is why the scene is entirely inappropriate for a Christmas advert in the first place."
Provocative and critical view, currently with almost 1,000 comments. Read the full article here.
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PermalinkHoly moly, 1000 comments, he sure hit a nerve.
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PermalinkSainsbury's raised 4.5 million pounds last year for the RBL. How much did the Guardian raise? But they're quick to criticize the ad for being-- gasp!-- an ad.
Fuck them.
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PermalinkSo basically, it's a successful ad, god forbid. I've been watching disjointed conversations about this ad on twitter all morning, and the amount of effort people put into making a longer argument fit into 140 chars, is both amazing and depressing. Twitter is the worst place for nuanced talks.
But Sainsbury won't mind at all, because don't worry what people about you just measure the amount of tweets! ~Warhol 2.0
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