The message? They spent less this year - Sainsbury’s releases Christmas advert

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's - Credit: Sainsbury

Sainsbury's has become the latest retailer to release its Christmas 2017 advert - Every Bit of Christmas.

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's - Credit: Sainsburys

What's it about?

Let me refer you to the mission statement that was emailed to me prior to it airing: 'The campaign is a change in direction from the Christmas specials of recent years, an extension of the retailer's year-round Living Well campaign celebrating the ways that the nation lives well and the joy of food.'

In short, it's a series of clips showing members of the public singing a song by Ben 'Doc Brown' Smith about what people like doing at Christmas. It's mainly black and white, which adds a hint of Scandi noir. Kermit and Ricky Tomlinson are in it and there's a rapping nativity sheep.

So Sainsbury's hasn't entered the Christmas ad race this year, then? Not really. There's no James Corden, Mog the Cat or a football match in no man's land – there is a kind of karaoke sprout, but I'm not sure it compares.

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's - Credit: Sainsbury


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What's the message you take away from this ad? 'They spent less this year'.

Christmas isn't Christmas until the green frog sings though, right? Kermit is a real saving grace in this advertisement.

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There will be people who prefer the more realistic version of the Christmas we all have, but in my book, I already have a realistic Christmas every year, what I want is an anthropomorphic bear or Ewan McGregor lighting my lamp. Ahem.

Best bit: Kermit. Ricky. Whatever's on after it.

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's

The Sainsbury's Christmas advert has been released. Picture: Sainsbury's - Credit: Sainsbury Xmas ad

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