Sainsbury’s lifts the curtain on new Christmas advert, The Big Night

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Sainsbury’s has unveiled its new Christmas advert, The Big Night. Premiering on Monday during Coronation Street on ITV, and online from midnight on Sunday, the theatrical advert sees a group of children come together and take centre stage…although they weren’t acting alone. Acclaimed director of The Greatest Showman, Partizan’s Michael Gracey, was waiting in the wings to curate and direct the retailer’s Christmas spectacle.

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.”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 Isaacs 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.

Scott Dungate and Sophie Bodoh, Creative Directors, Wieden+Kennedy London, said: “It was a joy to see the colossal effort each kid put into their roles during rehearsal and on shoot. Amongst all the spectacle happening on stage, it is the kids’ personal effort that really gives emotional power to this spot.”

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.