Entertainment Swindon

The Sainsbury’s 1914 Advert, which was made in partnership with The Royal British. The advert which at the time inspired by events 100yrs ago where on Christmas Day 1914, the guns fell silent across the trenches and the two opposing armies met in no-mans land, sharing gifts and played a game of football.

The chocolate bar featured in the advert went on sale at Sainsbury’s for 50p per bar going to The Royal British Legion, benefiting our armed forces community.

For us at Entertainment Swindon, this isn’t just the best Christmas ad of Christmas Past, but still today, we have to say this is the best Christmas advert ever!

The advert wasn’t without controversy, attracting over 700 hundred complaints and described as inappropriate, historically inaccurate and even obscene. But military historian Taff Gillingham praised the supermarket chain for the advert as a respectful short film that gained huge support from the military community.

Most of the outrage came from people who had never served in the military, never fought in a war and had little or no connection to the armed forces, showing outrage for a community they did not know or understand. Ultimately, the ad was supported and backed by The Royal British Legion.

The Story Behind The Sainsbury’s 1914 Christmas Advert

Although the events shown in the ad are fictional, Sainsbury’s tried to make the details as accurate as possible. Everything from the insignia on the men’s uniform to the depth of the trenches is based on historical fact. In the short documentary below, Sainsbury’s talk to the experts who advised on the ad, interview the grandson of a soldier who was there, and hear first-hand accounts from both sides.

Andrew Hamilton, Taff Gillingham of The Khaki Chums, Andrew Cleaver of christmastruce.co.uk, The Imperial War Museum supported the ad campaign by giving access to their public archives and The Royal British Legion gave guidance, insight and support. This collaboration for such a great cause and Christmas message, made for the best and most memorable Christmas advert ever.

The Making of 1914 Sainsbury’s Christmas Ad

The Sainsbury’s Christmas TV ad was inspired by an extraordinary event of the First World War: the Christmas Truce of 1914. 2014 marked the centenary of the outbreak of WW1, and it also marked the 20th anniversary of Sainsbury’s partnership with The Royal British Legion.

The supermarket worked very closely with The Royal British Legion throughout as well as with other organisations and individuals to make this moment in history.

If you would like to make a donation to The Royal British Legion, click HERE.