Sainsbury’s 'Christmas in a Day' by Abbott Mead Vickers BBDO
Thinkboxes November/ December 2013 winner
Retailers’ Christmas TV ads have become a British institution as each tries to garner headlines, appeal to shoppers, build a social-media buzz and outdo one another on the creative. But Sainsbury’s 2013 offering featured a fresh and compelling theme. Sainsbury’s and its creative agency, Abbott Mead Vickers BBDO, hired director Kevin Macdonald to cast a documentary-style eye over Christmas, portraying how real people celebrated the day in a diverse range of households across the nation.
The TV commercial was three-and-a-half minutes, while a longer version could be viewed on YouTube. The ad went from the joyous to the forlorn; among those featured were a family sending a video message to their soldier dad in Afghanistan, only for him to appear in person and be mobbed by the children, and a pensioner presenting his spreadsheet to ensure a perfectly timed Christmas dinner for one.
Mark Given, Sainsbury’s head of brand communications, said: “It was something of an experiment – we weren’t exactly sure what we’d find, but hoped to reveal something truly new and authentic about the way we celebrate Christmas in Britain. Kevin’s film exceeded all our expectations – and, as the reaction showed, is something very special indeed.
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It really resonated with people and helped deliver a record market share for Sainsbury’s.
Mark Given Head of Brand Communications
Client Mark Given; Ad agency Abbott Mead Vickers BBDO; Creative team Phil Martin, Colin Jones, Mike Hannett, Tony Strong, Michael Durban; Production RSA Films, Scott Free Films; Director Kevin Macdonald
Other ads on the podium
John Lewis: The Bear and Hare (2nd)
- Creative agency adam&eveDDB
- Creative team Aidan McClure, Laurent Simon
- Client Craig Inglis
- Production companies Blinkink, Hornet
- Directors Elliot Dear, Yves Geleyn
Google Nexus 7: Far from home (3rd)
- Creative agency Joint
- Creative team Damon Collins
- Client Arvind Desikan
- Production company Thomas Thomas
- Director Kevin Thomas
Also shortlisted
KFC: Come together
- Creative agency BBH
- Creative team Matt Moreland, Chris Clarke, David Kolbusz Marc Hatfield
- Clients Jennelle Tilling, Meghan Farren
- Production company Biscuit Filmworks
- Director Tim Godsall
Marks & Spencer: Magic and sparkle
- Creative agency Rainey Kelly Campbell Roalfe/ Y&R
- Creative Pip Bishop, Chris Hodgkiss
- Client Duncan Morris
- Production company Black Label
- Director Johan Renck
A view from a Thinkbox Academy member on this month's picks...
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The best, for me, is Sainsbury’s. The lump in the throat delivered by real people in real life. Not by formula or advertising confection. How brave to shoot a Christmas ad a year before it aired… They stuck their necks out and it paid off
Justin Tindall Executive Creative Director, M&C Saatchi
Click here to see who won the previous award