'It is funny, moving, often beautifully shot and above all truthful'
We’ve already seen ads from most of the retail giants this year including M&S, Tesco, John Lewis and Waitrose, but Sainsbury’s clip is by far the most emotional.
The three-and-a-half minute advert – which shows snapshots of real people celebrating Christmas - had viewers’ lips wobbling with it’s touching ending.
The ad is a preview of a new reality documentary funded and commissioned by Sainsbury’s and directed by Oscar-winning film director Kevin Macdonald.
Macdonald used real-life footage submitted from households around the country of them celebrating Christmas 2012 to create the compilation.
He said: ‘Christmas is the one time in the whole year when ordinary British life is suspended. We have time to contemplate life and be with those we love.’
‘I was overwhelmed by the creativity and enthusiasm of the people up and down the country, from every walk of life, who filmed their Christmas and shared it with us.’
‘I feel that the finished film stands out for many reasons – it is funny, moving, often beautifully shot and above all truthful. I am immensely thankful to everyone who took part and to Sainsbury’s for making the film possible,’ he added.’
Macdonald’s longer 50-minute documentary entitled ‘Christmas In A Day’ – which stars 114 different families – will debut at London’s Bafta cinema on November 28 before being made available on YouTube.