Sainsbury's Christmas ad celebrates 'ordinary' life with feature-length doc

Sainsbury's has collaborated with Oscar-winning filmmaker Kevin Macdonald to create a campaign showing footage of real Christmas celebrations across the UK, in the style of the director's much-lauded 2011 YouTube film 'Life in a Day'.

A three-minute and 30-second-long preview of the documentary film, called 'Christmas in a Day', will air tonight during a 'Coronation Street' ad break on ITV. Additional 60- and 40-second spots will run leading up to 21 December.

Mark Given, Sainsbury’s head of brand communications, said the supermarket had been working on the film for the last 14 months.

He added that the brand had invested roughly the same on this Christmas campaign as last year’s seasonal marketing, despite hiring 'The Last King of Scotland' and 'Touching the Void' director Macdonald.

The film was created from more than 360 hours of festive footage submitted by people from all over the UK and will launch on YouTube after being premiered at BAFTA on 28 November, as Sainsbury’s seeks to put digital at the heart of its campaign.

It aims to "paint a picture of the diversity of human life" and to show that Sainsbury’s "really understands what Christmas is like" for its customers, according to Given.

The activity will be accompanied by a #Christmasinaday hasthtag to drive social media buzz, while Given said the supermarket will emphasise its grocery roots with a parallel campaign supporting its food offering.

The campaign was created by Abbott Mead Vickers BBDO, while the film was produced by Ridley Scott Associates and Scott Free London.

Kevin Macdonald said: "When we made 'Life in a Day', we asked people around the globe to record their lives on a single ordinary day. When we were cutting that film, we talked about what it might be like if we chose a day that already had significance to people.

"The result is 'Christmas in a Day'. Christmas is the one time in the whole year when ordinary British life is suspended. I feel that the finished film stands out for many reasons – it is funny, moving, often beautifully shot and above all, truthful."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message