For 2017 Sainsbury's have enlisted lyricist Doc Brown, who has written a festive song for the TV commercial, and comedian Ricky Tomlinson for its Christmas brand campaign.
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Sainsbury’s is reiterating how the ad stays true to its year-round creative platform, 'Living Well'. The black-and-white footage, musical focus and casting of ‘real people’ emphasise its continual celebration of ‘the ways that the nation lives well and the joy of food’ within a Christmas context.
Laura Boothby, Head of Broadcast Communications at Sainsbury's, says, "Living well has been at the heart of our advertising all year and there is no better time to celebrate that than at Christmas. There are so many rituals and moments that makes each person's Christmas special and we wanted to feature as many of these as possible – and all set to a catchy festive tune!"
Directed by We Are From L.A, the French directing duo behind Pharrell Williams’ ‘Happy’, the film has cleverly been designed with rearrangement in mind. Boothby explained that if any particular ‘characters’ capture the public’s attention after release, the brand can quickly turn around new edits featuring these favourites. At present, Sainbury’s has 25 pieces of ‘Every Bit Of Christmas’ creative banked.
The campaign launches with a 90-second spot during The X Factor on ITV. It will be shared simultaneously across the retailer’s Facebook, Twitter, Instagram, YouTube and Snapchat accounts. Supporting content will run across print, social media, audio, digital display and outdoor advertising.
Media is being handled by PHD, and digital by Analog Folk and Gravity Road.