Store your Halloween pumpkins away, dear readers, and get ready to shift into the Christmas mood! Some may think it’s too soon to think about the most wonderful time of the year, but what harm is there in planning ahead? Getting into the festive spirit is not just about carols or Santa Claus; it’s also about gift planning, decorations, or preparing the holiday dinner. For brands and consumers alike, early November marks the start of the Christmas season. Dropping their seasonal campaigns early not only captures shoppers’ attention but also keeps them inspired with magical, snowy, and delicious stories.
While Tiffany & Co. already provided us with a tip on what gifts to put under the Christmas tree, it is time to consider the Christmas dinner: what’s on the menu? How many guests are attending the dinner? Is there enough room for an extra guest, or would such a presence ruin the evening? Sometimes, the unexpected happens, and supermarket chain Sainsbury’s explores this scenario in its new festive ad. Joining hands with Roald Dahl Story Company and creative agency New Commercial Arts, the brand reaches out once again to the Big Friendly Giant (BFG) to help stop the Greedy Giant from ruining Brits’ Christmas dinner.
Sainsbury’s Christmas adventure centers on a 90-second-long video titled “The Unexpected Guest,” which opens with the BFG delivering dreams and Sainsbury’s colleague Annie delivering a family’s Christmas food shop. Unfortunately, the disaster strikes: the delivery van is ruined by a new villain figure, which devoured all the food inside the van. With such a big threat in sight, Annie teams up with the BFG while also calling for Sainsbury’s help.
Together, they embark on a mission to stop the mean 48-foot hungry giant from spoiling everybody’s feast. The mischievous character causes chaos all over the city, its greed ultimately putting it in a coma-like state. Knocked out in front of a Sainsbury’s store — having just devoured it — the giant is captured. Of course, Christmas is saved just in time, with everyone ready to indulge in their Sainsbury’s Taste the Difference dinner.
Ian Heartfield, Founder & CCO at New Commercial Arts, said: “The BFG is back, this time he’s teamed up with Sainsbury’s to help defeat the giant and save the nation’s Christmas dinners. We’ve given this campaign all the ingredients of a classic Christmas caper movie, whilst adding lashings of mouth-watering Sainsbury’s Christmas grub.”
The one-minute-long version of the ad premiered on TV on 2nd November, while the 90-second-long one will run across the brand’s social channels and website. It will also appear during cinema screenings at Digital Cinema Media (DCM) and Pearl & Dean Theatres from 21st November to 24th December. Supporting the long version of the ad are a series of 60, 40, and 20-second-long ads, which will run across TV, social, and online.
CREDITS
Brand: Sainsbury’s
Agency: New Commercial Arts
Production: Rogue Films
Post Production: Electric Theatre Collective
