Advertising and fiction: Sainsbury’s ad “1914, Christmas 2014”

« “Artvertising”: How do brands create strong storytelling to engage customers emotionally? Advertising and fiction: Sainsbury’s ad “1914, Christmas 2014” A.

The scene is set on Christmas Eve 1914, in the trenches, during World War I.

We can hear bombs in the distance.

We can see soldiers from both sides, the British army and the German army.

Everything is quiet.

The soldiers from both sides are waiting for a signal to attack.

But that is not what is going to happen.

Two of them, Jim, a young English soldier and Otto, a young German soldier decide to leave their trenches to shake hands. Then, instead of shooting, the two armies play football and talk together.

At the end, they all go back to their own trenches.

Otto discovers a chocolate bar in his pocket: it is a gift from Jim. B.

The story starts in the British trench.

One soldier is delivering mail to the others.

One of them, Jim is staring at the only cracker he has left in a tin box when he receives a gift from his lover.

She has sent him a chocolate bar and a photo of herself with a small note.

Jim looks at the chocolate bar, overjoyed.

We understand that the gift is exactly what he needed most: food, comfort and love.

As he is looking at the chocolate bar, he hears the German troops singing the Silent Night Christmas carol in the other trench.

The British troops look surprised.

Jim decides to venture outside his trench by showing his cap as a sign of truce.

First, the German troops are on their guard, ready to shoot while the British troops are scared by Jim’s bold move.

They even try to prevent him from going out of the trench.

But one German soldier, Otto, shouts “Stop!” and asks his fellow soldiers not to shoot.

He himself ventures outside the trench although his friends ask him not to.

Jim and Otto are then facing each other in the no man’s land between the trenches.

They both look terrified but keep walking towards the other, hands up as a sign of truce.

They eventually meet, shake hands, and introduce themselves.

The troops follow them, venture outside the trenches, mix and take photos together.

Jim shows a photo of his lover, Rose, to Otto who answers in German that she is beautiful.

Then soldiers from both armies play football together.

The match is interrupted by the sound of bombs being dropped in the distance.

So, both armies shake hands, say goodbye, and go back into their trenches.

Jim says thank you to Otto and both soldiers wish the other a “Merry Christmas” in his own language.

As he is walking in his trench, Otto realizes that Jim has slipped a chocolate bar in his pocket.

He looks up, filled with joy.

We understand that Jim has given the chocolate bar he had just received from his lover to Otto.

We then see Jim once again looking at the only cracker he has left. C.

This scene is emotionally charged.

It is not only thrilling at first but also poignant, vibrant and stirring/Not only is it thrilling at first, but it is also poignant, vibrant and stirring.

Seeing enemies playing together and exchanging gifts is moving but also heartening and thought-provoking.

It is a moment of tenderness and comfort. D.

First, the advert gives a message of peace and love.

Showing enemies asking for truce to play together is a strong message of hope: even those who are meant to hate each other cannot hate each other forever.

We are humans not matter what side you are on.

The advert also reflects on the theme of sharing.

If British and German soldiers put down their weapons, and came together to share gifts and even a football game, we should be able to do.... »