Sainsbury’s has entered the congested Christmas ad campaign fray with a three-minute musical number narrated by James Corden to win over the hearts of shoppers.
The upbeat musical number follows a day in the life of a stressed dad who resorts to building toy clones of himself to perform his daily chores and spend more time with his family, as it seeks to dethrone John Lewis as creator of the best Christmas campaign.
Directed by Sam Fell, formerly of Aardman Animations, the advert does not contain any overt references to Sainsbury’s products but does contain miniaturised versions of Sainsbury’s prosecco, Christmas cards and homewares.
Repurposing the ‘Christmas is for Sharing’ tagline used in previous campaigns, the supermarket chain will plough merchandise profits accrued from the campaign toward family accommodation at great Ormond Street children’s hospital. Merchandise includes a 'director' kit that guides children in how to make an animated film for the song, using a special app.
Launched initially on social media the advert will premiere on I’m a Celebrity… Get me out of Here on ITV tonight.
See more of this year's Christmas adverts here.