A supermarket commercial.. that hits right in the feels

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**Ninjacommando**

http://www.bbc.com/news/blogs-magazine-monitor-30036471

some mixed reviews of it

Christmas supermarket adverts used to show a paper-hatted extended family, lashings of mince pies, copious tinsel, and an inordinately large turkey. But this year's Sainsbury's offering rewinds 100 years to dramatise the Christmas truce of 1914, writes Tom de Castella.

It starts with the boom of artillery. It's night and British soldiers huddle in the trenches. Snow is falling. A Tommy opens a parcel from home - out falls a woman's photo and a bar of chocolate. The Sainsbury's Tommy - for it is he - smiles. Silent Night rises eerily - at first in German and then in English. The Sainsbury's Tommy pokes his head above the trench and after momentary tension - will they shoot? - the two sets of soldiers are in No Man's Land playing football and chatting.

The protagonist hands his chocolate to a German called Otto and in return receives what looks like a piece of hardtack biscuit. In the distance the guns rumble, both sets of troops return to the trenches, and the rousing score morphs into meditative piano. "Christmas is for sharing," flashes up on screen, followed by the familiar orange Sainsbury's logo, and finally "Made in partnership with the Royal British Legion". As a postscript to the advert, it turns out that the chocolate bar will be sold at Sainsbury's stores with all the proceeds going to military veterans.

Some have seen it as a massive counter-offensive against John Lewis after their penguin and boy blockbuster. While John Lewis had opted for "a mawkish story about a lonely penguin" using CGI, Sainsbury's had created a moving memorial based on lots of historical research and austere production values, one newspaper review said. But for another it was a "dangerous and disrespectful masterpiece".
chocolate bar

Rory Sutherland, vice-chairman of Ogilvy Group UK, says Sainsbury's probably decided there was little point trying to outdo John Lewis. Instead it's opened up a new front in the ad wars. It's risky, Sutherland suggests. There's always going to be a certain number who feel you're using millions of deaths to "sell wrapping paper", he says. But most people will like it. "It's a healthily oblique way to do a Christmas advertisement" that sells "the spirit of Christmas".

There were powerful emotions on Twitter.

"I know, I know: capitalism etc but still: *sobs* #sainsburyschristmas" Angela Clarke tweets.

Matt Henry opined: "The Sainburys Christmas ad should win an award. Sorry John lewis you don't even come close."

"Great ad, beautifully made AND doing good," says Chris Arnold - a reference to the £1 chocolate bar that will be sold in aid of military veterans.

There were plenty of naysayers too.

It "shamelessly exploits a moment of genuine humanity during #WorldWar1 to get us to buy more stuff" writes Chris Hudson.

Above a photo of the Tommy shaking Otto's hand, Gareth Dimelow writes: "What say we put aside our differences and get every customer to spend an extra ten shillings?"

Tim Footman moves the Anglo-German struggle from the trenches to the supermarket aisles: "Subtext of the #sainsburyschristmas ad: poor Germans, they only have Lidl and Aldi."

As the guns fall silent incongruity appears to have won the day, Alison Dunn tweeting: "Yes, the ad is nicely made but horrid orange sign at the end makes me fear Jamie Oliver will pop up in the trench."

**MrMoustaffa**

If we have to put up with commercials for Christmas, I'd much rather it be a tribute to a rare bright spot in one of the darkest moments of human history than yet another commercial about how I need a new Xbox.

If the bar's proceeds are going to veterans too, then I really don't see how this is a bad thing. Yes its a commercial, but all they do is show their name for a couple of seconds at the tail end.

If it had been British troops storming out of the trench with a walmart sign in the background, that would be disrespectful, but I felt this add was really well done and, at least to me, in good taste. It captures the spirit of Christmas far better than most things you're likely to see on TV right now.

**Pacific**

Here's another take on it, article in the Guardian:

Sainsbury’s Christmas ad is a dangerous and disrespectful masterpiece
In making the first world war beautiful to flog groceries the film-makers have disrespected the millions who suffered in the trenches

http://www.theguardian.com/commentisfree/2014/nov/13/sainsburys-christmas-ad-first-world-war

Love the comment at the bottom, someone watching it in the cinema, when the 'Sainsburies logo came up at the end of the advert there was a concerted groan and chorus of "oh for Don't bypass the language filter like this. Reds8n sake"

Personally, I find it interesting that even only a few years after the death of the last surviving veteran, already conceptions of the war are starting to dramatise in the popular consciousness. The knights in shining armour, heroic actions across glossy poppy-strewn fields, and returning home for games of cricket at tea-time grossly contrasting with the reality of that conflict. Even more remarkable when one considers that there are so many historical references of those that took part and photographic and video records of the war.

**TheDraconicLord**

Welp... that was more powerful than what I was prepared for. I was sniffing near the end, it really hits in the feels with one hell of a punch.

I have no idea how that add is disrespectful, it was beautifully done and so, so very sad. Well played Sainsbury, well played.

**Swastakowey**

Far better than Fury.

I wish adds like that played here. Far better than the usual adverts.

**LuciusAR**

It a beautifully shot advert, really touching.

I understand the criticism that it may be considered crass to use an event such as this to flog groceries, but the RBL are happy to be involved and will be making money from the chocolate sales. If it’s good enough for them then who am I to say otherwise?

**Tibbsy**

I saw this last night actually; I think it's a lovely short film, but I'm not too happy about it being used as advertising. Still; at least it's not too in-your-face about trying the sell stuff, which is a point in it's favour. I'd rather see adverts like this that have had some thought put into them than most of the alternatives.

**OIIIIIIO**

I enjoyed the commercial. Things like what was shown in the commercial actually did happen. The vast majority of people are actually unaware that even though each side was fighting for what they believed in, they were still human, and were out on the frontlines alone. IMO the it was done rather tastefully.

**notprop**

Wells done Sainsburys that was a beautiful peice. I'm not sure it constitutes an advert for anything other than Remeberence charities and if J Sainsburys choose to spam that out rather than another rehash of a happy family Christmas or Ant n' fething Dec then all the more power to them.

People scandalised by the association of business and War would do well to remember that an awful lot of said companies do allot to support many and varied charities and this is no different.

No criticism here.

**AduroT**

Sainsbury is a grocery store? I assumed it was a chocolate brand from that ad... Anyways I really liked it and found it completely inoffensive myself.

**MrMoustaffa**

You do know the "Christmas truce" actually happened right? And that it went down pretty much as the video depicts it? This wasn't something that was made up as a feel good story to glorify the war, this is something that actually happened. A very real and incredible moment when you consider what these men had been going through up until that point.

And it doesn't really glorify the war either, they make it pretty clear that those troops are miserable, not there for a Sunday stroll.

Also, for that underlined bit, is that a British thing? Because over in the US at least, the only thing that even remotely gets glorified is the fighter aces. Almost nobody thinks guys were just strolling across no man's land without a care in the world.

**Easy E**

MrMoustaffa wrote:
Because over in the US at least, the only thing that even remotely gets glorified is the fighter aces.

The Harlem Hellfighters story gets a little play from time-to-time.

**Daston**

Dont really watch a lot of TV and thats the first time I have seen it. Good on them, very well done.

**hotsauceman1**

The Christmas truce always stirred emotions inside of me. Mostly anger.
To me it just embodies how I feel about war. Young men, sent to fight one another, that are not different. At the behest of men in a office that know none of them, sending them off to war.

**daedalus**

MrMoustaffa wrote:
If we have to put up with commercials for Christmas, I'd much rather it be a tribute to a rare bright spot in one of the darkest moments of human history than yet another commercial about how I need a new Xbox.

As much as I am repulsed by the notion of glamorizing war in any way, I agree with the sentiment completely..

**Orlanth**

I agree with the critics, the Christmas Truce should not be a publicity vessel for supermarket mega-chains. It doesn't help that Sainsburys has a very nasty employment ethic.

The Truce has been used in the media several times, normally on its own merits.

A better adaption:

**the shrouded lord**

perhaps I should start a thread dicussing what individual countries soldiers actually DID in the first world war, because the australian soldiers spent mos of the time as cannon fodder for the british, until a few COs told 'em where to stick it.

**Orlanth**

the shrouded lord wrote:
perhaps I should start a thread dicussing what individual countries soldiers actually DID in the first world war, because the australian soldiers spent mos of the time as cannon fodder for the british, until a few COs told 'em where to stick it.

An unfair assessment, Austrialians were not picked on as cannon fodder, the idiots in charge considered everyone in that category. Especially Haig.

**Dannyrulx**

One thing I have always been sad about is how this never happened again. After the gas attacks the sides simply got more and more furious at each other, and started to view each other as less than human. Not surprisingly this kind of this didn't happen in WW2 either. Hitler hated his men doing it originally (He was a reservist captain) and told the men beforehand in WW2.

**Medium of Death**

And there it is.

Bingo!

I'm not really sure how I feel about it to be honest. On the one hand they're helping a charity but then again they are tagging themselves on to a momentous historical event in the hope it'll get them some additional sales. I think it's a sacrifice that has to be made for the charity, it's nicely done.

I think it highlights the futility and pointlessness of the war quite well.

**Easy E**

Honestly, most people in the US don't even think about the Great War as even happening anymore.

Is it different in Europe? I'm genuinely curious.

**Orlanth**

It means a lot in Belgium, even now.

**Compel**

Well, it's certainly different this year with it being the 100th anniversary of the start of the war.

However, in general and at other times, yes I do think it's probably far more in the public consciousness than in the USA year round.

The reason for this in the UK, is probably heavily impacted by this guy.

I think it's safe to say that a great many Brits have watched Blackadder Goes Forth and probably a whole load of our knowledge about WW1 comes the wisdom of Private Baldrick.

"I heard that it started when a bloke called Archie Duke shot an ostrich 'cause he was hungry. "

In all seriousness though, keeping in mind this was a lighthearted comedy show.

The ending has likely made an impact on a whole lot of people in the UK. It certainly has for me.

Interestingly though, there has been an effort by some historians in recent years to rethink the Lions Led By Donkeys concept, instead portraying the Generals in fighting to adapt to new technology as swiftly as it was being created. To put things in a bit more of a context. At the outbreak of World War 1, the events of the film Zulu would have been as recent to the Generals of WW1, as the events of the film, Argo are to us today. - Or, the release of Star Trek The Motion Picture.

In my personal experience, Remembrance Sunday, while it is about remembering all that died in war, has always had more of an emphasis on World War 1, as opposed to any other.

The poems by Wilfred Owen and Siegfried Sassoon can also be covered in English classes at school

**LuciusAR**

Blackadder is extremely funny but unfortunately has affected public perceptions of WW1 to a huge extent. Lot's of historians are challenging the old Lions Led by Donkeys myths but they are still deeply entrenched in the public consciousness.

Two very good books to read on the subject are Mud, Blood and Poppycock and Forgotten Victory which firs challenged my perceptions of the war.

**Yodhrin**

LuciusAR wrote:
Blackadder is extremely funny but unfortunately has affected public perceptions of WW1 to a huge extent. Lot's of historians are challenging the old Lions Led by Donkeys myths but they are still deeply entrenched in the public consciousness.

Two very good books to read on the subject are Mud, Blood and Poppycock and Forgotten Victory which firs challenged my perceptions of the war.

Just because some historians disagree does not make something a myth, and most of the "revisionist" school of WW1 military historians end up swinging the pendulum right across to the other side, going from lionising the troops to lionising the leaders. The reality is the men fought largely because they had no choice, and the leaders failed largely because of a confluence of events and new technologies; acts of patriotic heroism and grotesque incompetence existed, but did not truly define either group. In the end though, regardless of intent, it was a monstrous waste of life that at best served the interests of a small imperial elite in a few of the victorious nation states, and at worst is directly responsible for creating the conditions in which Fascism flourished, it should be remembered solemnly and always in that context, not whitewashed into some dewy-eyed stiff-upper-lip heroic narrative as some politicians and historians have attempted or used to flog bloody chocolates.

**Da Boss**

Sick of the sanitised crap that gets peddled about the Great War at the moment, really sick of the links to modern volunteer armies propagated by the RBL (a money making operation on a huge scale that did SFA to help my brother when he was dealing with a spine injury brought on by his service in the RMC because he was Irish).

Poppymania is depressing as all hell, and this is just another expression of it.

Using a sanitised version of the truce as advertising for a charity like the RBL is disgusting, but more disgusting is the aggressive response to criticism from many quarters.

Frankly, few things have made my blood pressure spike as high recently.

**Medium of Death**

I always assumed the the RBL were actually ok, then again that's the problem with assumptions.

Are you saying that a lot of the money they raise doesn't go to where people think it's going?

**Compel**

Alive and Giving is a good website for this sort of thing.

It seems to suggest that 93% of income goes to charitable activities and 7% goes to support costs.

**Da Boss**

80% of their money goes to their services (RBL that is) as far as I could turn up.

I mean, whatever. They're a charity, no charity passes on 100% of it's earnings. But they are making a lot of hay out of WW1 at the moment.

My personal experience with them is sour for two reasons. One is that, like many people in Ireland, I am not 100% comfortable with supporting a charity that is for the veterans of the British military while troops that committed war crimes in the North are still wandering around. However, my feelings on that are not extremely strong or anything, given the amount of crap that happened on both sides.
Second, my brother joined the british army and fought in Afghanistan. I didn't agree with his decision (I do not support either of the wars in the Middle East), and anyhow he injured his spine out there. This injury recently flared up and he needed surgery. The NHS would not do anything for him as he was Irish, so I tried contacting the RBL, same answer. So we paid for his surgery out of our own pockets.

For that reason I am a little cynical about them. I am sure they help a lot of people who need it, but it seems a little selective to me. Don't take my anecdote as anything more than a one off blip, I don't intend to say that the RBL don't help people- I am sure they do.