Sainsbury's bases Christmas ad on its Living Well campaign

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Sainsbury’s has made a departure from its typical Christmas blockbuster ads this year with a creative that follows the theme of its year-long Living Well campaign.

First aired last night on ITV1’s The X Factor, the 90-second ad (above) features Sainsbury’s employees singing an “upbeat, festive song” alongside well-known figures such as Ricky Tomlinson and Kermit the Frog.

Similarly to its year-round campaign, the creative is filmed in black & white and this time focuses on the food and GM merchandise available at Sainsbury’s at Christmas, from pigs in blankets to novelty socks.

The ad was filmed in locations including Cardiff, Manchester and Glasgow and the song was penned especially for Sainsbury’s by lyricist Ben ‘Doc Brown’ Smith and composer Mikis Michaelides.

Sainsbury’s said the ad aimed to “celebrate the ways the nation lives well and enjoys food”.

“Living well has been at the heart of our advertising all year and there is no better time to celebrate that than at Christmas,” said Laura Boothby, head of broadcast communications at Sainsbury’s. “There are so many rituals and moments that make each person’s Christmas special and we wanted to feature as many of these as possible - all set to a catchy tune!”

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