Magazine article Marketing

A Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity

Magazine article Marketing

A Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity

Article excerpt

Pure TV brilliance from Sainsbury's

Winner for November/December 2013

Retailers' Christmas TV ads have become a British institution as each tries to garner headlines, appeal to shoppers, build a social-media buzz and outdo one another on the creative. But Sainsbury's 2013 offering featured a fresh and compelling theme. Sainsbury's and its creative agency, Abbott Mead Vickers BBDO, hired director Kevin Macdonald to cast a documentary-style eye over Christmas, portraying how real people celebrated the day in a diverse range of households across the nation.

The TV commercial was three-and-a-half minutes, while a longer version could be viewed on YouTube. The ad went from the joyous to the forlorn; among those featured were a family sending a video message to their soldier dad in Afghanistan, only for him to appear in person and be mobbed by the children, and a pensioner presenting his spreadsheet to ensure a perfectly timed Christmas dinner for one.

Mark Given, Sainsbury's head of brand communications, said: 'It was something of an experiment - we weren't exactly sure what we'd find, but hoped to reveal something truly new and authentic about the way we celebrate Christmas in Britain. Kevin's film exceeded all our expectations - and, as the reaction showed, is something very special indeed. …

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