The Christmas battle of the big chains has begun in the UK. Asda, Sainsbury’s and Argos have all launched the holiday campaigns.
After winning hearts and minds last year, The Big Friendly Giant and Annie have returned to give Sainsbury’s its Christmas-y humanity. And in this year’s commercial by New Commercial Arts (with the Roald Dahl Story Company), he has to save families from a greedy giant who has discovered that Sainsbury’s food is “tastier than human beans”.
“The BFG is back, this time he’s teamed up with Sainsbury’s to help defeat the giant and save the nation’s Christmas dinners,” stated Ian Heartfield, founder and CCO at UK advertising agency New Commercial Arts. “We’ve given this campaign all the ingredients of a classic Christmas caper movie, whilst adding lashings of mouth-watering Sainsbury’s Christmas grub.”
As it did last year, New Commercial Arts chose director, Sam Brown; production company, Rogue Films; and VFX company, Electric Theatre Collective, to produce the commercial. The 60-second TVC went to air on Sunday November 2. The 90-second commercial advert will be shown across Sainsbury’s social channels and website as well as during cinema screenings of Wicked from November 21 – December 24, supported by the 60-second, a 40-second and 20-second films across TV, social and online.
Alice O’Brien, head of global commercial partnerships at Roald Dahl Story Company, adds, “Last year the nation was captivated by two old friends back together, and this time we’re adding a new giant into the mix, inspired by the fearsome inhabitants of Roald Dahl’s Giant Country. We know the BFG lives in the hearts of households around the country, and we’re excited for viewers to see him take on the ultimate foodie mission with Annie to save Christmas for all.”
Sainsbury’s has also launched a range of BFG-inspired food, home, clothing and gifting items featuring illustrations by Roald Dahl collaborator, Sir Quentin Blake. To spread the message of the campaign further, the supermarket chain is also teaming up with their long-term charity partner, Comic Relief, to distribute over five million meals to families facing food poverty. A special version of this year’s advert will highlight this work and the brand’s ongoing anti-food poverty programme.
Credits:
Client: Sainsbury’s
Marketing Director: Radha Davies
Head of Brand Comms: Stephen Bowes
Brand Comms Managers: Holly Tavana & Rebecca Kent
Brand Comms Executives: Alice Taylor & Olivia Barrows
Head of Digital Marketing: Carla Parry
Digital Marketing Lead: Katy Copson
Client: Roald Dahl Story Company
Managing Director: Bernie Bhangoo
Head of Global Commercial Partnerships: Alice O’brien
Head of Franchise: Lucy Appleby
Global Commercial Partnerships: Jacob Dunn
Director of Business And Legal Affairs: Josephine Curry
Head of Communications: Katy Sykes
Creative Agency: New Commercial Arts
Chief Creative Officer:Ian Heartfield
Executive Creative Directors: Dan Seager & Steve Hall
Creative Directors: Dan Bailey & Brad Woolf
Creatives: Katie Burrell & Andy Burrell
Founders: Ian Heartfield & David Golding
Chief Strategy Officer: Matt Walters
Strategy Partner: Kim Walker
Strategist: Cara Van Rhyn
Chief Executive Officer: Hannah White
Account Team: Tobias Moynan, Zahra Banday, Jeff Baker & Vicky Thompson
Producers: Lucie Georgeson & Olive Andrews
Print Producer: Cara Swindell
Project Director: Sarah Bruce
Social Content Editor: Tom Lockwood
Social Producer: Kristina Evett
Creative Agency: Ogilvy UK
Chief Executive Officer: James Murphy
Business Director: Julia Pensabene
Chief Production Officer: Matt Craigie Atherton
Design Agency: King Henry
Head of Design: Danny Tomkins
Production Company: Rogue Films
Director: Sam Brown
Producer: Polly Ruskin
Production Manager: Fran Resteghini
Executive Producer: Kate Taylor
Director of Photography: Franz Lustig
Production Designer: Drogo Michie
Post Production & VFX: Electric Theatre Collective
Colourist: Luke Morrison
VFX Supervisor: Iain Murray
CG Lead: Jack Powell
Creative Director: Michael Chapman (Chappers)
Animation Director: David Bryan
Editing: Final Cut London
Editor: Amanda James
Producer: Nikki Porter
Music: Manderley Music
Composer: Chris White
Music Producer: Sean Craigie-Atherton
Music Studio: Abbey Road Studios
Sound Post Production: King Lear London
Sound Designer: Jack Sedgwick
Sound Producer: Nat Curran
Licensing: Born Licensing
Here is the BFG’s first Christams appearance for Sainsbury’s:
