Will Sainsbury’s produce the magic that’s been missing from the UK’s Christmas ads this year?
It’s allowed the others to fire their big guns first – and some have been good, Mother for Boots, TBWA for Harrods, CHI for Argos and the mighty engine that’s adam&eveDDB for John Lewis – but there’s been nothing from a major player (Boots isn’t so big at Christmas, it just has to do its bit) – to frighten the horses.
Now this is a high wire act. Adam&eve did it last year with the animated ‘Bear & Hare’ and Sainsbury’s was bold with its ‘Life In A Day’ film from Kevin Macdonald (this cinema verite effort ran for an hour in the full version).
But the Great War, Sainsbury’s (or any company) and Christmas is a tough job. At the moment large parts of the UK seem obsessed by the poppy tribute to Great War victims at the Tower of London (above). This stuff matters. There’s a mud-filled shell hole to fall into.
Let’s hope fortune favours the brave.