Sainsbury’s has released their new Christmas campaign featuring an account of the 1914 First World War Christmas truce. Called Christmas is for Sharing, the full length 3’ 20” TV ad … read moreaired for the first time in the Coronation Street ad break to help raise funds and awareness of The Royal British Legion’s work supporting servicemen and women. Directed by Ringan Ledwidge, the spot is a creative interpretation of Christmas Day 1914, when British and German soldiers laid down their arms and came together on neutral territory to share greetings, treats, mementoes and even a game of football. Sainsbury’s and The Royal British Legion have sought to make the portrayal of the truce as accurate as possible, basing it on original reports and letters, as well as working with historians throughout the development and production process.
The campaign is the latest expression of Sainsbury’s 20 year relationship with The Royal British Legion. The chocolate bar featured within the advert will be available for Sainsbury’s customers to buy for £1 in the run up to Christmas, with all profits donated to The Royal British Legion.
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