If you like listening to other people’s everyday phone conversations during your daily public transport commute, you’ll like Sainsbury’s Christmas commercial, Gravy Song – the first of three in its campaign this year. It’s a father and daughter’s everyday phone conversation – with pics. If the aim is “authenticity”, which it may be (this is still an ad trend) then it wins – no question. But authenticity isn’t wow factor. Ever. This everyday conversation is the same as everyone else’s everyday conversation. That may be a great goal on paper (relatability) – but in a commercial?

According to Emma Bisley, head of broadcast marketing at Sainsbury’s “…We wanted to take a different approach with our Christmas campaign by simply reminding people that Christmas dishes are gestures of love and care, served by up by those who matter most,” as quoted in nearly every newspaper in the UK. That’s the same approach as John Lewis Group, Boots and Coca-Cola. as well as Australia Post and St. George Bank in Australia.

The second spot in the series, Perfect Portions, will launch on Monday (November 16)- in which a mum and son sharing memories of past Christmases. The third, Big Sarnie, will be released on Thursday, November 19.