It would be insensitive (and stupid) to claim that great advertising takes risk and risk will always attract criticism – and leave it at that. AMV BBDO and Sainsbury’s must have wondered if they were walking into a firestorm before, during – or even after – the agency created Sainsbury’s Christmas ad around the story of the Christmas Truce in 1914. War is a touchy subject. Using war to flog groceries, even more so.
The ad has received a flood of responses at both ends of the opinion spectrum. The Advertising Standards Authority (ASA) in the UK has to assess the 240 complaints it received in the film’s first two days.
“The general nature of the complaints is the use of WWI imagery to promote a company. People are saying that it’s not clear from the outset that this is an advert. We haven’t yet launched an investigation. We will carefully assess the complaints to establish grounds for further action.”
Most of the complaints are about the use of WW1 imagery to promote Sainsbury’s. The company did try to inject good feeling into the advert, using the chocolate bar shared between a British and a German soldier as a fund raising device for the servicepeople’s charity Royal British Legion. The charity chocolate bars have been selling at 5,000 per hour, with 50p from each £1 sales going to the RBL. Sainsbury’s Christmas message is ‘Christmas is for sharing’.
A small number of Paul McCartney fans have noted similarities between the new ad, and McCartney’s 1983 video clip, Pipes of Peace.
Sainsbury’s has acknowledged the complaints but insists it is happy with the ad’s results.
“We’ve been really delighted by the amazing response to our Christmas ad which has been overwhelmingly positive from both customers and colleagues alike. We’re very proud of our work with The Royal British Legion and to be able to raise additional funds for them to mark the 20th anniversary of our relationship with them. We understand the ASA needs to look at ads even if it receives a single contact, but we’ve had no contact from them to date.”
Of course, the controversy is making Sainsbury’s the hot topic of conversation in traditional and social media. That has always worked well for Axe/Lynx, Nando’s and SodaStream.
And it upholds one of the most persistent Christmas traditions after the tree and pressies – squabbling. Or as The Independent jounalist, Lucy Hunter Johnston, puts it, “Because Christmas isn’t really about sharing, it’s about falling out with everyone you’ve ever known over something as utterly silly and superficial as a TV ad.”
That opinions are polarised shows clearly on Twitter:
“I know, I know: capitalism etc but still: *sobs* #sainsburyschristmas.” Angela Clarke
“The Sainburys Christmas ad should win an award. Sorry John lewis you don’t even come close.” Matt Henry
“Great ad, beautifully made AND doing good,” Chris Arnold
“…shamelessly exploits a moment of genuine humanity during #WorldWar1 to get us to buy more stuff” Chris Hudson.
“Subtext of the #sainsburyschristmas ad: poor Germans, they only have Lidl and Aldi.” Tim Footman
“Yes, the ad is nicely made but horrid orange sign at the end makes me fear Jamie Oliver will pop up in the trench.” Alison Dunn