Pick of the week: Sainsbury's, Abbott Mead Vickers/BBDO

James Swift thinks that Sainsbury’s has raised the bar for Christmas advertising with this effort: "I empathise with people who feel that the First World War is off-limits for brands, but I can’t help marvelling at this ad’s grandeur." It was created by Tim Riley and directed by Ringan Ledwidge through Rattling Stick.