Sainsbury’s 2021 Christmas advert encourages families to ‘savour’ every moment


Sainsbury’s has launched its Christmas advert for 2021, which stops time throughout a Christmas dinner to encourage viewers to savour the upcoming celebrations.

The grocery store’s festive advert follows within the footsteps of John Lewis, Marks & Spencer, Aldi and extra, who launched their adverts in early November this 12 months.

The advert goals to seize a snapshot in time the place household and pals are gathered collectively to mark the joyous event, after many individuals had been compelled to isolate or spend Christmas with out their family members due to lockdown restrictions.

In the 60-second spot, viewers see time freeze after somebody plugs within the Christmas tree lights and the phrases “Welcome Back to Christmas” seem on the display.

Set to the soothing tones of Etta James’ “At Last”, the advert reveals all of the moments which might be hidden inside the snapshot, panning from individual to individual as they go about having fun with their Christmas celebration.

A grandfather sitting in an armchair cracks a walnut open, sending walnut shell shards flying in all places, and kids play by a window, pulling faces and hanging poses with each other.

The digicam seems to journey by way of the spray from a bottle of prosecco that has simply been popped open, after which viewers are greeted by scenes of family members sitting across the dinner desk ready to tuck into the Christmas fare.


On the left is a grandmother with a post-it be aware caught to her brow, with the identify “Bimini” –this refers to British drag queen Bimini Bon-Boulash, who got here in second place on the second collection of Rupaul’s Drag Race UK.

Sweeping throughout the desk to present the complete meal, viewers are proven a choice of meals gadgets out there at Sainsbury’s for the large day, together with the Taste the Difference Maple & Marmalade Gammon and Salted Caramel & Chocolate Star.


Finally, the advert pans previous two males sitting at a piano, singing their hearts out, earlier than zooming out to the complete room which reveals everybody in it with faces stuffed with pleasure.

The scene pauses for a fraction of a second earlier than a canine that’s in mid-jump falls to the ground and the festivities resume, with laughter and chatter over the backing monitor heard as soon as extra.

In a voiceover, actor and comic Stephen Fry will be heard saying: “It’s been a long time coming, so let’s make it a Christmas to savour.”

Radha Davies, director of brand name communications and artistic at Sainsbury’s, stated: “With so many of us unable to spend Christmas with our loved ones last year we, along with the nation, are really excited to fully celebrate Christmas once more.

“One of the true highlights of the festive season is the much-anticipated Christmas dinner. Whilst the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and above all, having fun together.

“That’s why we decided to focus on savouring every moment with this year’s ad. We really hope everyone truly gets to enjoy themselves this year and can make it one to remember.”

The advert will air on ITV on Sunday 14 November through the Angela Black Special, and also will launch in cinemas on 22 November.

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