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Sainsbury’s Unveils Christmas Campaign, “The Greatest Gift”


Sainsbury’s has unveiled a joyful new Christmas advertising campaign, which highlights the importance of sharing the gift of time with family and friends this Christmas. The Christmas musical style ad has been created and produced in Britain using state of the art stop frame animation techniques, and the full length 3”20 version was revealed on Monday 14th November on the Sainsbury’s Facebook (@sainsburys), Twitter (@Sainsburys) and YouTube channels in a social media first launch.

Titled ‘The Greatest Gift’, the ad aired for the first time that evening on TV screens during ‘I’m a Celebrity… Get Me Out Of Here!’ at 9.15pm as part of ITV’s Proud to Present series. The campaign will help raise vital funds for Great Ormond Street Hospital Children’s Charity. All the money raised will go towards providing accommodation for families of children at the hospital.

Directed by award winning Sam Fell, the new advert tells the charming tale of Dave, a hard-working and devoted dad, who comes up with an ingenious plan to make sure he can be with his family for Christmas. Beautifully animated for the screen, Dave’s story is told via an original, joyful and humorous song ‘The Greatest Gift For Christmas Is Me’, voiced by British actor James Corden and composed by Bret McKenzie, a comedian, musician and producer who won the 2012 Oscar for best original song in The Muppets.

The campaign is designed to entertain children and families across the UK, as well as raising funds to help Great Ormond Street Hospital families be together at Christmas and throughout the year.  All profits from the sale of the specially created Gingerbread ‘Dave’ (£1) and The Greatest Gift film animation kit (£5) will go to Great Ormond Street Hospital Children’s Charity. From 21st November, customers will also have the option to make a 20p donation at the till, or more if specifically requested, with all the proceeds going straight to the charity.

Tim Johnson, CEO, Great Ormond Street Hospital Children’s Charity, comments: “We’re delighted to be Sainsbury’s official charity partner this year. At Christmas, time spent with the people you love is precious. For the families of patients at Great Ormond Street Hospital who are unable to go home at Christmas, this is particularly true. More than half of the patients at Great Ormond Street Hospital live outside of London, and many are hours away from home. Thank you to Sainsbury’s and everyone who supports us through this initiative. The money raised will enable us to help more families be together when they really need to be, by providing dedicated accommodation close to the hospital. This is a vital resource, enabling parents and carers to be at their child’s bedside within minutes, at whatever time of the day and night. We couldn’t be happier to be involved in this campaign and hope everyone enjoys the advertisement and supports this special partnership.”

Sarah Kilmartin, Head of Broadcast Comms, Sainsbury’s, comments “Christmas is for Sharing has been a constant theme for our Christmas ads for the last three years and it continues to have real resonance for our customers. This year is no exception and we think many families will be able to relate to the idea that Christmas can be such a busy time that it can be hard to prioritise simple family time together. We hope our advert will remind people of that while providing some light hearted entertainment for the whole family to enjoy.

The animated world of Dave will also be reflected in the Sainsbury’s traditional food focused Christmas advertising campaign, due to launch on 18th November. Through a mixture of stop frame animation and live action to showcase the delicious food on offer at Sainsbury’s this year, the film also celebrates the role food plays in bringing people together at Christmas.

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