Sainsbury’s has funded ‘Christmas in a Day’, a YouTube feature film about 'real-life' British Christmas that will launch on 29 November.
Macdonald, who was behind the crowd-sourced YouTube film ‘Life in a Day’, ‘The Last King of Scotland’ and ‘Touching the Void’, asked people to submit videos of their Christmas experiences last year.
He used the 360 hours of footage he received to create ‘Christmas in a Day’, which forms the centrerpiece of the Sainsbury’s Christmas campaign.
The three-and-a-half minute trailer, produced by Abbott Mead Vickers BBDO, which devised the 'Christmas in a Day' idea with Sainsbury’s, introduces a compilation of real-life footage from households around the country.
It will run in the entire centre break during ITV’s 'Coronation Street' this evening.
Colin Jones was the art director at AMV and the copywriters were Phil Martin and Mike Hannett. Ridley Scott Associates Films and Scott Free Films were the production companies, where the co-producer was Debbie Garvey.
The trailer features children putting out snacks for Santa and carrots for his reindeer on Christmas Eve, going to sleep and gasping when they find presents in the morning.
Adults in the trailer are seen struggling to put up Christmas trees, while one man presents "the traditional Christmas spreadsheet" to mastermind the timings behind perfect Christmas dinner.
The brief given to AMV BBDO was to "demonstrate to the British public that Sainsbury’s understand Christmas better than anyone else".
Two shorter versions of the trailer, lasting 40 seconds and 60 seconds, will also air up until 21 December.
A traditional food-focused Christmas advertising campaign for Sainsbury's, which does not feature footage from the film, will launch next week.