Sainsbury’s: The Big Night – 2018 Christmas Advert

The Sainsbury’s new 2018 Christmas advert is here. Some viewers said that the Sainsbury’s commercial is similar to John Lewis and Waitrose & Partners ‘Bohemian Rhapsody’ commercial.

The spot was created by the advertising agency Wieden+Kennedy, London and directed by Michael Gracey of Partizan.

The background music of Sainsbury’s 2018 Christmas advert is The North Star and Friends x Sainsbury’s – You Get What You Give.

Depicting a school Christmas show – a familiar event for many families – the advert follows a young girl dressed as a star nervously stepping on stage before stunning the audience, including her emotional mother, with a stellar rendition of the New Radicals’ classic nineties song, You Get What You Give. The star is supported by a cast of children playing a host of weird and wonderful Christmas characters, from a nativity camel to baubles and presents and even a set of fairy lights – including the plug!

The notion that ‘we give all we’ve got for the ones we love’ is at the heart of Sainsbury’s new marketing campaign, as the retailer calls on the nation to do just that this Christmas.

Laura Boothby, Head of Broadcast Marketing at Sainsbury’s, comments: “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.”

Michael Gracey, Director of Sainsbury’s 2018 Christmas advert, comments: “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 Boothby continues: “We’re honoured to have worked with Michael Gracey and his team this year’s advert. Michael’s credentials from The Greatest Showman and his track record for putting on a real spectacle meant that 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.

Star of the show is eight-year-old rising talent Tia Isaac from London – this is Tia’s first TV singing performance. For children who want to take their very own star turn, Sainsbury’s is stocking a children’s star costume (£8 in store and online).

The advert was created by Wieden+Kennedy and will premier in a primetime TV slot on Monday during Coronation Street on ITV, with the extended advert due to roll out on all social channels from 00.01 that morning. Tia’s version of the song is live on Spotify.

It forms part of the brand’s large-scale ‘We give all we’ve got for the ones we love’ Christmas marketing campaign with additional food and drink TV, radio, print, digital, social and OOH advertising planned around the same message.

Credits
Creative Agency: Wieden+Kennedy London
Executive Creative Director: Tony Davidson & Iain Tait
Creative Director: Sophie Bodoh & Scott Dungate
Group Account Director: Katherine Thomson
TV Producer: Michelle Brough
Account Executive: Oliver Mitchell, Matt Whiteside
Communications Planning Director: Lee Ramsay
Account Director: William Smith
Studio Artist: Jody Burson, Jhy Turley
Design director: Karen Jane
Motion Designer: Jon Harris
Creative Producer: Rebecca Herbert, Emily Khoury, Rashel Tashchian
Planning Director: Tom Lloyd
Project Director: Mark D’Abreo
Creatives: Freddy Taylor, Philippa Beaumont, Andrew Bevan
Planners: Rachel Hamburger
Account Managers: Johno Fagan
Production Assistant: Amy Leach
Designer: Phil Rosieur, Kate Whitley, Adam Hunt
Production Company: Partizan
Executive Producer: Jenny Beckett
Director: Michael Gracey
DOP: Pau Castejon
Line Producer: David Stewart
Edit Company: Stuart Bowen
Editor: Stuart Bowen
Post Production Company: nineteentwenty
Colourist: Kai Van Beers
Producer: David Keegan
2D Artist: Adam McHale, Stephanie Daly, Claire Larkin, Jenn Epstein, Ken Hau
2D Lead: Ludo Fealy
3D Artist: Oscar Hill, Mike Farrah
3D Lead: Martin Blunden
Music Company: Mr Pape
Publisher: Spirit / BMG
Song: Gregg Alexander, Rick Nowels
Sound Company: String & Tins
Sound Engineer: Lawrence Kendrik & Will Cohen