Sainsbury’s launches 2021 Xmas advert

Sainsbury’s has unveiled its Christmas advert, ‘A Christmas to Savour’.

The new advert aired onTV Networks during the Angela Black Special and online via, and celebrates enjoyment of friends and family coming together, following Covid restrictions last year.

Sainsbury’s immerses viewers in a single moment, creating a snapshot of a classic Christmas, by travelling through and experiencing every detail of the scene, viewers see elements of a familiar Christmas, but from a new perspective.

The advert opens with someone plugging in Christmas tree lights, with the words ‘Welcome Back to Christmas’ appearing on the screen, to the soundtrack to Etta James’ ‘At Last’, before the fairy lights illuminate and everyone and everything freezes.

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The ad ends with the words ‘A Christmas to Savour’ with Stephen Fry’s voiceover proclaiming: “It’s been a long time coming, so let’s make it a Christmas to savour”.

“With so many of us unable to spend Christmas with our loved one’s last year we, along with the nation, are really excited to fully celebrate Christmas once more,” Sainsbury’s director of brand communications and creative Radha Davies said.

“One of the true highlights of the festive season is the much-anticipated Christmas dinner. Whilst the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and above all, having fun together.

“That’s why we decided to focus on savouring every moment with this year’s ad. We really hope everyone truly gets to enjoy themselves this year and can make it one to remember.”

This year’s advert was created by advertising agency, Wieden+Kennedy.

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