The ‘big’ Christmas advert is now well established as a part of the festivities, the big stores all now try to out do each other. Last years winner was without doubt the Bear and Hare advert done by John Lewis. I don’t have a problem with the concept of doing festive big adverts, they can add to the festive feel.
Normally they are fairly predictable and involve snow, party scenes and various celebrities – you can normally guess the store by the celebs they use, every so often we get a weird or wonderful advert. John Lewis seem to fill this quite well, last years was lovely and cute (so I am told), this years with the penguin is just plain weird to me – but harmless.
Last night I saw the Sainsbury’s advert, and I have to say I thought it was poorly judged. If you haven’t seen it yet this links to it. Now they have done ‘the right thing’ and it is in conjunction with the British Legion and raises funds for them – which is good.
My issue is with the subject matter, yes there was a Christmas truce in the first year of the First World War, and it is something special. But is it really the right thing to use the bloodiest war in history to sell a retailer? I don’t thinks so, to me it feels wrong and just badly judged, Sainsbury’s are using the 100 year anniversary for the wrong reason. It will be interesting to see what the reaction is as more people see it…..