Called ‘The Bight Night’, the theatrical style ad sees a group of children come together to perform a school Christmas show. The ad follows a young girl dressed as a star nervously stepping on stage before stunning the audience, including her emotional mother, with a rendition of the New Radicals’ song, ‘You Get What You Give’. The ‘star’ is supported by a cast of kids playing a host of characters, from a nativity camel to baubles, presents and even a set of fairy lights.
The notion that ‘we give all we’ve got for the ones we love’ is at the heart of Sainsbury’s marketing campaign, as the retailer calls on the nation to do just that this Christmas
The supermarket chain’s head of broadcast marketing Laura Boothby commented: “This year, we have set out to create an advert that captures the passion, emotion and excitement of the festive season, in a setting that’s familiar to us all – no matter how old we are. Customers tell us that what matters most to them at Christmas is spending time together with family and friends and making it truly special for them – and that’s what ‘giving all you’ve got’ is about.
“The school show is a flagship Christmas moment for many: the evenings spent frantically learning lines, the inventive costumes – the whole family truly plays a part. This made it the perfect setting to bring our Christmas message to life – watching little ones give all they’ve got, for their loved ones watching on.”
The advert was directed by Australian filmmaker Michael Gracey of production company Partizan, who recently finished his first feature film ‘The Greatest Showman’ starring Hugh Jackman, which has earned him international recognition.
He said: “I was honoured to be part of bringing Sainsbury’s new Christmas campaign to life. Fuelled by the passion and talent of an incredible cast and crew, we set out to craft an ad that embodies the joy and imagination of the festive season. We hope it’s a message that resonates with people from all walks of life this Christmas.”
Laura continued: “We’re honoured to have worked with Michael and his team. His credentials from ‘The Greatest Showman’ and his track record for putting on a real spectacle meant he was the perfect fit to help us bring the idea to life and encourage the cast to give all they’ve got on stage.”
The advert features almost 60 talented children from across the country, some as young as six years old. The film also captures genuine emotional reactions from the audience, as some of the cast’s parents are featured seeing their child perform the show for the first time.