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Sainsbury’s Christmas in a Day

by Ben Romberg | 20.12.2013
Sainsbury’s pulls out the stops in the Christmas TV ad stakes this year, buying an entire ad break in the middle of Coronation Street to broadcast this three-minute trail for a documentary called “Christmas In A Day”. The 50-minute film was created by agency Abbott Mead Vickers BBDO, directed by Kevin Macdonald (Last King of Scotland) and is shot from footage taken by ordinary people across the UK last Christmas using video uploaded to YouTube, taken on mobile phones and video cameras.

Christmas in a Day reveals how big advertisers are taking user generated content (UGC) and social media content to traditional ad formats. The result is a humorous and realistic take on traditional family Christmas.