the Sainsbury’s ad
The things there are no questions about: it’s beautifully made, affecting, gloriously shot and rather moving.
The thing there is definitely a question about: should a large corporation use a commemoration of World War One to sell Christmas pudding etc.?
The YouTube commenters generally say yes.
But fuck them. The important thing is: what do I think?
Well, it’s not the first time Sainsbury’s has exploited celebrated British soldiers to sell mince pies (check out 3:04 here), and I did in fact express a degree of queasiness last year. So in the interests of being consistent and not hypocritical, I still feel a bit uncomfortable at the ‘use’ of that moment in WW1 to make some more money for a giant corporation.
Does the money for the Royal Legion mitigate things? Or is it just a way of Sainsbury’s deflecting possible negative opinions? In the end the old soldiers get some cash, but it’s a small fraction of what Sainsbury’s will make from running this ad. It’s almost as if they know they’ve jumped on the back of something a lot of people care about and feel a bit apologetic. Or a giant company that has responsibility to its unhappy shareholders is just really lovely. One of the two.
I dunno…
This stirs up so much shit in my head I might as well be on a bag of ketamine: WW1 exploitation; lovely, lovely Christmas; it might have been done by friends of mine; I’m writing this in a hotel room in Bangkok; should we even celebrate what soldiers did in wars?; I now love sticky rice and mango; corporate greed in 2014; PLAY THE PIPES OF PEEEEEEEEAAAAAACCCCEEEEEEE; what’s that lady doing with that ping pong ball?
I’m going to bed.
Couldn’t they have edited this down to a minute?
My favourite line “But fuck them. The important thing is: what do I think?”
Had me laughing like loud.
But regarding the post: frankly I doubt that people will remember the spot for Sainsbury’s and what it is they’re selling as opposed to simply a(nother) big Christmas commercial. The Guardian article had an interesting comment from a reader:
“I went to the cinema the other day and this advert played after the normal ads where the film trailers usually go. Everyone likes trailers, so it was respectfully quiet while we admired the cinematography and the faithful recreation of the trenches, but when the “Sainsbury’s” logo appeared at the end fifty-odd people let out a collective “for fuck’s sake!” It was a truly beautiful moment.”
So while people seem appalled from a moral point of view, I think it will not be highly effective because people will simply remember the movie on its own. Seems like a lot of cooperation are trying to compete with Hollywood these days.
I said exactly the same thing RE the moment in last years ad with the soldier. I loved last years ad until that moment, which I felt they only put in to guarantee some tears. I feel equally torn with this. But my first reaction was- ‘aw that’s quite nice isn’t it’ so because it’s Christmas and I’m filled with festive cheer… I think I’m going to stick with that.
Dulce et decorum est pro Sainsbury’s Christmas ad mori
The further we move away from the world wars the more the need it seems to refresh our memories of them. It’s as if being British is tied up with past glories.
AMV once used the liberation of France to sell us the Yellow Pages if memory serves.
As a foreigner that has worked in London I don’t have the same issues as my beloved Brit colleagues, but I totally see the point of touching on sensitive issues about WWI, and borrowing and exploiting that interest.
My personal and humble opinion is it’s brilliant. Points will be deducted for Pipes of peace having been done before, for sure. Apart from that, best christmas ad so far. Fuck, i’d love to have that on my reel.
History with a logo on it to flog mince pies. Shame on you Sainsburys. But yes it will win the christmas race so bloody well done AMV.
Chaaaammmmmppppppiiiiiiooooooonnnnnneeeeeessssssss ole ole ole.
Nicely shot and directed. Feels like a feature film on a budget but in a good way. Good choice of director for this as some other big name directors come to mind who could have really fucked it up. It doesn’t do much for the brand and I feel that ultimately that’s why it fails as a TV commercial but for everyone else involved I say “well done” and a good one to have on your reel.
Ben,
In answer to the question, “Does the money for the Royal Legion mitigate things?” Well, hardly, I’m afraid, considering ‘The Butcher of The Somme’ – Field Marshal Douglas Haig – was its co-founder and president until his death ten years after World War One. Ironically, it was Haig who along with the British High Command objected thoroughly to such sentimental fraternising between the trenches and prohibited such acts of unsoldierly conduct thereafter. It is well documented that the wives of soldiers, the suffragettes and Pope Benedict all pleaded with The BHC to silence their guns and observe a truce on Christmas 1914 – which Haig and the BHC refused totally.
So how the Royal British Legion – which remains HQ’d at Haig House – can align itself to a commercial that debases the military beliefs of its founder – an innocent gesture at the heart of this commercial made by troops without higher consent and prohibited thereafter – is quite beyond me.
Oh, fuck – I forgot, it’s just an ad.
Stan
if you’ve ever played Call of Duty or made an air fix kit of a spitfire(different war) or bought a book of war poetry or watched any number of war films…
you’ve been a part of the commercialisation of war.
and probably shouldn’t bitch about what is a truly beautiful advert.
Standard comment Gout Legs. And classic whataboutery. It’s an awful ad in more ways than one.
GOUT_LEGS
http://metro.co.uk/2014/11/16/sainsburys-accused-of-hypocrisy-after-plans-to-build-on-ww1-memorial-emerge-following-christmas-ad-4950359/
Yes, and if you ever watched Forrest Gump or Mystic River you’ve been a part of the commercialisation of child abuse.
I think we could stretch this argument like a piece of chewing gum till it’s covered us in a most unpleasant mess.
i think that’s the theme to next years John Lewis ad?
What about Dad’s Army?
I, like most people, love xmas. Just not three fucking months of it! Who gives a flying bollock where Ant and Dec shop? Yes, advertising is a necessary evil, but from 3 or for weeks ago up until 11:59pm on Christmas Eve, we are to be bombarded with this shit. I think I would prefer the trenches.
… Oh and then 12.00 am Christmas day, we have the customary ‘Sales start tomorrow’ to tolerate.
I think it’s fair comment to say advertising ruins xmas
I like that the Sainsburys logo came up before the british legion and that it was hovering above the killing fields of the Western Front, as well as a fictional football match the day was spent burying the thousands of dead (that seem to have vanished from the ad). Happy Christmas.