Sainsbury’s has got the country talking with a Christmas ad set during World War I that has led to some asking whether the supermarket is trampling on sacred memories. Abbott Mead Vickers BBDO created the spot, which tells the tale of the Christmas Day truce between British and German troops in 1914 – and does so gorgeously. Sainsbury’s partnered with The Royal British Legion on the campaign but that hasn’t stopped 240 people from complaining to the Advertising Standards Authority that the commercial is exploitative. The work was written and art directed by Tim Riley, and directed by Ringan Ledwidge through Rattling Stick.
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