New Ad Sparks Debate Over Originality
- Sainsbury’s releases its new Christmas ad ‘The Big Night’
- Directed by Michael Gracey of The Greatest Showman fame
- Ad premieres on TV during Coronation Street on ITV
- Similarities to John Lewis and Waitrose ads questioned
- Sainsbury’s defends the ad, stating it’s a common school play theme
- Part of the ‘We give all we’ve got for the ones we love’ campaign
Sainsbury’s has released its new Christmas advert, ‘The Big Night’, directed by Michael Gracey of The Greatest Showman fame. The ad, which premiered online and will air on TV during Coronation Street on ITV, is the first from one of the ‘Big Four’ supermarkets to do so. Depicting a school Christmas show, it follows a young girl dressed as a star nervously stepping on stage before stunning the audience with a rendition of the New Radicals’ classic 90s song, You Get What You Give. Sainsbury’s head of broadcast marketing, Laura Boothby, said: ‘This year, we have set out to create an advert that captures the passion, emotion and excitement of the festive season in a setting that’s familiar to us all – no matter how old we are. We’re honoured to have worked with Michael Gracey and his team this year, as his credentials from The Greatest Showman and his track record for putting on a real spectacle meant that he was the perfect fit to help us bring the idea to life and encourage the cast to give all they’ve got on stage.’ However, the ad has been questioned over its similarity with John Lewis and Waitrose ads depicting a children’s play centered around a familiar pop song. Boothby defended the ad, stating that Sainsbury’s is ‘not worried at all’ about the similarities. She told The Guardian: ‘Every single school up and down the country is doing a play or nativity play. When John Lewis launched, they set a standard. I wasn’t worried. It is right for Sainsbury’s, it was still the right thing for us.’ The ad forms part of the brand’s large-scale ‘We give all we’ve got for the ones we love’ Christmas marketing campaign with additional food and drink TV, radio, print, digital, social, and OOH advertising planned around the same message.
Factuality Level: 8
Factuality Justification: The article provides accurate information about Sainsbury’s new Christmas advert, its director, and the marketing campaign. It also includes a statement from Laura Boothby defending the similarities with John Lewis and Waitrose ads. However, it lacks some details on the ad itself and could provide more context on the ‘Big Four’ supermarkets.
Noise Level: 3
Noise Justification: The article provides information about Sainsbury’s new Christmas advert and its director, as well as mentioning some similarities with a previous ad by John Lewis and Waitrose. However, it does not contain any in-depth analysis or insights, nor does it explore the consequences of decisions on those who bear the risks or provide actionable solutions. It also doesn’t delve into antifragility or intellectual honesty.
Financial Relevance: Yes
Financial Markets Impacted: Sainsbury’s
Financial Rating Justification: The article discusses Sainsbury’s new Christmas advert and its marketing campaign, which could potentially impact the company’s sales and brand perception. This in turn may affect its financial performance.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event in the text.
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