Watch the Sainsbury's 'Christmas in a Day' film trailer

Watch a preview of Sainsbury's first festive ad of 2013, a trailer for the Christmas documentary the supermarket commissioned from the Oscar-winning director Kevin Macdonald.

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.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).