Sainsbury’s has unveiled its Christmas ad for 2011, with TV chef Jamie Oliver literally bowing out as the face of the retailer after 11 years.

The ad, which premiered yesterday evening during The X-Factor, features Oliver on a stage in a theatre making a Christmas dinner for a cast of pantomime characters including Humpty Dumpty, the seven dwarfs and a giant. He urges everyone to have a “show-stopping” Christmas, then bows as the curtains close.

“It’s the end of an era but it’s a good time to move on and what a great way to say goodbye – with a huge Christmas party in a wonderful venue,” Oliver said.

“I’ve always really appreciated working with the Sainsbury’s team and store colleagues. We’ve had a good laugh over the years and I think we made a great team.”

Sainsbury’s chief executive Justin King added: “Jamie has been a brilliant ambassador for Sainsbury’s and our partnership with him has been a great success.

“By working together we have generated ideas that have helped inspire a generation of cooks and this advert is a fitting way for the relationship to come to a close.”

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