The magic of Christmas has begun as Sainsbury's debuts its exciting new advert today. Inspired by Roald Dahl's timeless and cherished story, the new Christmas advert features the beloved BFG alongside Sainsbury's colleagues as they take viewers on a whimsical culinary adventure. The ad opens with a captivating scene featuring the infamous ugly vegetable, a towering, knobbly, black-and-white striped snozzcumber that will evoke memories of the beloved book. Suddenly – thud! – a cleaver comes in and chops it in half. Meanwhile, off-camera, a familiar voice is fantasising about much more pleasant alternatives, "Prawn Coat-tails, Beef Welly-boot, Wigs in Blankets".
