Watch: Sainsbury's celebrates Christmas Day truce in First World War-themed TV ad

Sainsbury's has launched its "Christmas is for sharing" First World War-set TV ad, which features a chocolate bar that will be sold in stores to raise money for the Royal British Legion.

The spot, created by Abbot Mead Vickers BBDO, features a British solider who on Christmas Day during the First World War goes in to No Man’s Land separating the British and German trenches.Sainsbury's

In the ad - the theme of which Marketing revealed last month - the British soldiers play against the Germans in the neutral territory.

The 220-second spot references the real-life match that took place on Christmas Day in 1914.

In the ad, the British soldier connects with a German counterpart and slips a bar of chocolate into his pocket as a gift.

The campaign is part of Sainsbury's 20-year relationship with the Royal British Legion.The chocolate bar in the ad will be available to buy in the same early-20th century-style packaging for £1, with all profits going to the charity.

Mark Given, Sainsbury’s head of brand communications, said: "This year, we wanted to reflect that theme of sharing in our Christmas campaign through the lens of one of the most extraordinary moments of sharing in modern history, when on Christmas Day 1914, British and German soldiers laid down their arms, and came together on neutral territory to share stories, mementoes and even a game of football.

"The Christmas truce is an emotive and cherished story in our history that is especially poignant in this First World War centenary year.

"That’s why we have worked together closely with the Legion to ensure we bring this moment to life with authenticity and respect.

"We know many of our customers feel as passionately about the incredible work of the Legion as we do. We hope our campaign will raise awareness and funds for the Legion and inspire our customers to share a memorable Christmas with family and friends."

Sainsbury's has also produced a behind-the-scenes short on the making of the ad and a story-behind-the-ad film.

This article was originally published on

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