Sainsbury's recreates First World War Christmas 'truce' in poignant ad
Called Christmas is for Sharing, the full length 3’ 20” TV advert will help raise funds and awareness of The Royal British Legion’s work in supporting servicemen and women.
Directed by Ringan Ledwidge, the advert is a creative interpretation of Christmas Day 1914, when British and German soldiers laid down their arms and came together on neutral territory to share greetings, treats, mementoes and a game of football. Sainsbury’s said it had sought to make the portrayal of the truce as accurate as possible, basing it on original reports and letters, as well as working with historians throughout the development and production process.
The advert’s story is told from the perspective of a young British soldier who dares to venture from his trench onto No Man’s Land to greet his rivals and come together in a football game. He shares a moment of connection and friendship with a young German soldier and, as the truce ends and they return to their trenches, the German soldier is moved to discover that soldier has hidden the gift of a chocolate bar in his pocket.
The campaign is the latest expression of Sainsbury’s 20 year relationship with The Royal British Legion. The chocolate bar featured within the advert will be available for Sainsbury’s customers to buy for £1 in the run up to Christmas, with all profits donated to The Royal British Legion. The limited edition 100g Taste the Difference Belgian Milk Chocolate bar is manufactured in Ypres, Belgium, and features the same period packaging seen in the advert.
Mark Given, head of brand communications at Sainsbury’s, said: "We know many of our customers feel as passionately about the incredible work of the Legion as we do. We hope our campaign will raise awareness and funds for the Legion and inspire our customers to share a memorable Christmas with family and friends."
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