Sainsbury’s unveils its Xmas contender for best school play

You can imagine the reaction of Sainsbury’s and agency Wieden+Kennedy when they saw the John Lewis/Waitrose & Partners relaunch ad in the summer featuring a school play.

They’d embarked on a nationwide search for kids singing to their mums at Christmas for their seasonal effort.

And here it is.

And how they did it.

Oddly perhaps, it’s getting a right toasting on YouTube from people saying WTF has this to do with Christmas (the costumes and, well, school performances) and why isn’t it like the Sainsbury’s epics of yore, notably the Great War film with British and German troops pausing the slaughter for Christmas. It’s the 100th anniversary of the end of that war, of course, but they couldn’t really go back there surely.

Who’d be a Christmas advertiser?

For us non-YouTube commentators:

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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