To have a little cry over the new Sainsburys Christmas advert

[daisychain01]

...just like I did over Monty (the JL penguin).

I know Sainsbo's are making money out of WW1, maybe it's a cynical ploy to flog more turkeys and plonk, but at least they are donating the chocolate bar money to RBL.

What do you think?

[WalkingInMemphis]

I think it's awful.

I think it's poorly acted and unbelievable, and completely overdone.

It should be the better advert but I barely raised an eyebrow after watching it. As opposed to the penguins, which I cried buckets over.

[Neverbuyheliumbalonz]

Do people honestly think that Sainsburys will have spent all that money on making the ad (plus the costs of getting it shown on telly) to sell a chocolate bar that they will make zero profit from?

Ha. Ha. Hahahahahahahahahahahaha

[Nillia]

Article about it here

www.theguardian.com/commentisfree/2014/nov/13/sainsburys-christmas-ad-first-world-war

[Nillia]

Sorry I see it has already been mentioned.

[TheBogQueen]

Daisy chain I think that's naive.

This is a massive advertising campaign costing millions - sentimentality doesn't come into it unless it's used as a tool to raise profits.

[Mehitabel6]

It's OK Nillia, I do that sort of thing all the time!

[Mehitabel6]

This is a massive advertising campaign costing millions - sentimentality doesn't come into it unless it's used as a tool to raise profits

Exactly!

[daisychain01]

They fought and died for your freedom in the trenches.........so that you could come and fill your trolley to the brim with food and drink in Sainsbury's

I don't think that's the message at all, though. Isn't it the case that WW2 was fought for people's freedom, much more so than WW1? WW1 was just a travesty, a waste of young men's lives, without any real point.

MissBlennerhasset thanks for the poem, no doubt about it, it is a graphic depiction of the horrors of war - I doubt whether Sainsbury's advert pretends to be a true representation.

[Thebodynowchillingsothere]

I see objections to it but personally I thought it's message was essential that we are all human that war is senseless and cruel.

I thought it was sensitive and beautiful and children will know what happened that Christmas Eve.

I think it would be better at the end if they could have published some of the names of the soldiers at the end and what happened to them.

[daisychain01]

Do people honestly think that Sainsburys will have spent all that money on making the ad (plus the costs of getting it shown on telly) to sell a chocolate bar that they will make zero profit from?

Not sure I understand the point here ... they are going to spend money on Christmas publicity anyway, aren't they? The fact they chose the WW1 theme was because of WW1 100th Anniversary and on the back of their already planned Christmas advertising campaign, they are now raising ongoing awareness about RBL and selling a special product to donate even more funds.

The more I think about it, the more I feel they have done something good.

Agreed, the kick-back to them is that Sainsbury is seen in a good light (IMHO), supporting a worthy cause.

I like Monty the penguin, but he hasn't raised any money for anyone other than the JL partners - and he was probably made in a sweat-shop in Asia (and sold for 10 times the price).

[ChimesAndCarols]

I think there are some very cynical and sad people on this thread.

So Sainsburys would have done a Christmas Ad anyway. They've done it in conjunction with the RBL, who will get a much needed boost to their funds.

I just can't see why so many people are getting so angry and worked up about it

[TheBogQueen]

The campaign will be evaluated in terms of buy in to the Sainsbury's brand and rise in sales.

Sainsbury's is aligning itself with all the values you are all expressing as important you on this thread. You are emotionally buying into its marketing. It's subtle advertising but it's very effective.

[TheBogQueen]

I think it's important to think critically about this stuff and it's messages.

[ChimesAndCarols]

So the RBL are going to get money that they wouldn't have got otherwise. What's to gripe about?

[Neverbuyheliumbalonz]

If this advert had been shown even a few years ago, before this ridiculous competition for the 'most moving' Christmas advert began, then I would be less cynical.

As it is, I imagine that the meeting about this years Sainsbury's ad went something like:
'Right guys, we cannot let John Lewis win the battle of the ads again this year, especially now that they have struck on the idea of selling merchandise as part of the whole thing. We have to come up with something that will get more people sharing it on FB and saying oooohhhh, so moving. Ok...hmmm....it's the 100th anniversary of WW1 this year, nothing sets people off like a good old remembrance reference.....what about....The Christmas Truce! Genius! We will have to get the RBL involved to legitimise it of course, sell something for their profit etc etc etc'.

[ChimesAndCarols]

So, so cynical

[MarshaBrady]

Really? What else would it be.

That's why they chose Coronation St to air it, to get the greatest emotive impact. Planning

[Neverbuyheliumbalonz]

As Jason Manford said - the bosses at JL will be like 'who signed off on going with a fucking penguin on the 100 year anniversary of WW1?!'

[MarshaBrady]

And it was more upbeat than their usual glum Hovis looking advert too

[Mehitabel6]

I don't understand what it is about Christmas adverts anyway. I have had emails from Boots, Waitrose etc with a preview as if I am remotely interested in adverts and watch them!

[MarshaBrady]

I know, why have they become a thing

[bodhranbae]

Don't know why people are surprised by this.

Advertising is a profession dominated by exploitative pond scum.
I always think fondly of the late great Bill Hicks's take on the advertising industry:

"There is no rationalisation for what you do and you are satan's little helpers.. you are the ruiner of all things good."

[Mehitabel6]

I know, why have they become a thing

Why indeed?! It will get worse every Christmas.

[GatoradeMeBitch]

Neverbuyheliumbalonz6 Well of course I expect that they learn about it at school. It's a nice advert, made with the full co-operation of the RBL and with a view to raising funds for them. They are way worse things to complain about any day of the week

[GatoradeMeBitch]

*There, not they