Sainsbury’s dubstep dancing dads film an unexpected hit on Facebook
Sainbury’s has made the soundtrack to an online film available for free after it amassed over one million views and 18,000 shares in just two days.
The film was directed by Ben Turner through Fulwell 73 and created by Gravity Road’s Pete Conolly to promote the Tu at Sainsbury’s Christmas jumper range.
Shot in low-fi, hand-held style it features five middle-aged men dancing to a remixed version of Tchaikovsky’s Dance of the Sugar Plum Fairy.
“We wanted to celebrate the fun of Tu’s Christmas jumper range with something a bit unexpected. Judging by the response, there’s now going to be even more dad dancing across British homes this Christmas,” said Meera Folkes, digital marketing manager at Sainsbury’s.
Meanwhile, Maureen McDonagh, client partner at Facebook, suggested the success of the film further highlights how the News Feed is becoming the first place for people to discover and share videos.
“The Tu at Sainsbury’s campaign is a brilliant piece of content, and brilliant content gets talked about. Coupled with the fact that Christmas is traditionally the most active time of the year on social media, it shows how Facebook is coming into its own as a channel for entertainment and discovery,” she said.
The video’s track is now available as to download through Sainsbury’s Entertainment and Soundcloud.
It comes after the supermarket's current TV campaign, which told the story of The Christmas Truce during World War One, was met with criticism from viewers who felt it was a distasteful attempt at drumming up sales.
Despite over 700 complaints being made to the ASA, the body decided against banning it.