Sainsbury's unveil Christmas advert rivalling John Lewis - featuring a singing dog and the most annoying song of the festive season

by Super User
The ad is also shot in black and white It’s the Christmas ad that will have the whole nation humming the most annoying song of the festive season. For a ditty written for Sainsbury’s fun packed commercial has a catchy chorus that millions will be find impossible to get out of their heads. Composed by comedian-cum-rapper Ben “Doc Brown” Bailey and song writer Mikis Michaelides, the 90 second sing-a-long features Brits’ favourite Christmas memories from mum’s roast potatoes to naff jumpers. Shot in black and white, the stars are shoppers, their families and store staff with cameo appearances from Royale Family favourite Ricky Tomlinson and the king of the Christmas movie Kermit the Frog.But a “singing” dog called Rollo from North London steals the show with his tuneful howls in time to the music. In a move away from the traditional heart-tugging weepie, Sainsbury’s has gone for a festive romp which features a cast of 200 ordinary folk belting out the words of a Christmas song. The lyrics also appear at the bottom of the screen with a bouncing Brussel sprout acting as the conductor so viewers can join in. Featuring gurgling babies and cheeky children to parents, grandparents and Sainsbury’s workers like Shaun on the checkout, the Every Bit of Christmas song ends with a raucous finale that captures the festive spirit. And to keep the ad fresh, there are 25 different versions in shorter 10 second bursts to compliment the longer 90, 60 and 30 second commercials.Laura Boothby, the chain’s head of broadcast communications said: “The Christmas ad hype is done in two weeks and by November 20, people are over it. “We wanted to come up with an idea that we could adapt and engage with them right up to Christmas Eve. “So we have not only got several different versions to keep it fresh, we have also got so much footage that if the public really like certain characters, we can go back and expand on that.”The ad opens with a scene of a little girl at a piano singing the opening line “Every bit of...”. And the song manages to cram in all the moments that make Christmas special with references to classics on the telly, cracker jokes, the Queen’s speech, sprouts and even losing the end of the sticky tape.But it’s the earworm chorus line “Every bit of this” that will be difficult to shake off. Ms Boothby said: “There are so many rituals and moments that makes each person’s Christmas special and we wanted to feature as many of these as possible - and all set to a catchy festive tune.” The ad makes its TV debut at 7.45pm tonight during the X-Factor break on ITV.

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