The director Kevin Macdonald documents family Christmases across the country for Sainsbury’s festive campaign. Macdonald collaborated with Abbott Mead Vickers BBDO on the 50-minute film, which will be released on YouTube on 29 November. Sainsbury’s also booked the entire centre ad break during Coronation Street on Wednesday to air its first trailer. Macdonald sifted through more than 360 hours of amateur footage for the film. The work was written by Phil Martin and Mike Hannett, and art directed by Colin Jones. The production companies were RSA Films and Scott Free Television.
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