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Sainsbury’s 2017 Christmas Campaign Features a Festive Song Sung by Britons Everywhere


Sainsbury's official Christmas Advert for 2017 uses the hashtag, #everybitofChristmas that is basically a wonderfully fun and festive song, that's sung by people all over Britain.

In a departure from previous years, the UK retailer has extended it's black and white 'Living well' ad campaign that has been running all year long.

Sainsbury's head of broadcast communications, Laura Boothby, noted that, "Living well has been at the heart of our advertising all year and there is no better time to celebrate that than at Christmas."

As the company notes on their YouTube Channel, "Christmas is the time of the year with the most ‘Living Well’ moments, so instead of celebrating just one bit, Sainsbury is celebrating every bit - with a song that captures what the season really means to every one of us. The silly bits, the annoying bits, the tasty bits, the snoozy bits, the exciting bits, the cheesy and embarrassing bits. From munching on a cheeky chocolate gold coin at breakfast, to watching another festive movie with Kermit the Frog, to being gifted another novelty sock, to spending time with the extended family you only see once a year... #everybitofChristmas is living well. And you? Can you sing-along to every bit of Christmas? Watch our karaoke video and have a crack yourself."



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Glenfiddich Welcomes Challengers in First TV Campaign in India


Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky, is launching its first ever TV campaign in India. The film illustrates how the brand constantly challenges itself to maintain this status.

The 30 second TV ad, ‘The Diver’, developed by London-based creative agency Space, aims to attract new whisky drinkers to Glenfiddich in key growth markets.

The film follows the story of a freediver at the top of his game, in his attempt to beat his own world record. He manages to push himself further and further, deeper into the unknown, beyond what was thought humanly possible, giving the viewer an insight into the mind of a challenger.

When the character has seemingly reached his limit, he spectacularly swan dives into a deep, dark ‘blue hole’ and experiences an alien underwater world leaving the viewer to guess whether this is reality or fantasy. The voiceover follows the freediver’s internal monologue in his pursuit to be the best, before the heart stopping climax as he rushes to the surface. The advert ends with the call to action ‘Challengers Welcome’.

The closing line ‘Challengers Welcome’ represents Glenfiddich’s passion for pushing the boundaries. It is this uncompromising attitude and approach to innovation which has helped to secure its status as the World’s Most Awarded Single Malt Scotch Whisky. It’s a bold, confident line which reinforces the brand’s leadership whilst inviting drinkers to the brand.

The Diver is directed by Lisa Gunning through Green Tea Films and shot by renowned underwater filmographer Peter Zuccarini.

Enda O’Sullivan, Global Brand Director, Glenfiddich commented: “ Glenfiddich created the single malt Scotch whisky category as we know it today and being independent and family run, we’ve had a licence over the years to challenge conventions and traditions. It is this long rich history of creativity and entrepreneurialism that has helped to secure our status of the World’s Most Awarded Single Malt Scotch Whisky. We believe this campaign delivers that message in a highly differentiated way, enabling us to stand out from an increasingly crowded category, especially for drinkers who are looking for a spirits brand that stands for quality.”

Greg McAlinden, Creative Director at Space added “Challengers Welcome’ is a beautifully simple idea and the Diver is stunning film that brings to life the mindset of the brand that it dramatises. We looked to challenge the dominant ideology of whisky advertising, and move away from its conventional aesthetic. The result is a striking piece of communications.”




Credits List:
Creative Director: Greg McAlinden
Art Director/Copywriter: Ethan Kennedy
Planner: Aaron McFeeley
Business Director: Sean Kelly
Senior Account Director: Leigh Chapman
Account Manager: Ben Wyver
Producer: Alister Campbell
Production company: Green Tea
Director: Lisa Gunning
DOP: Peter Zuccarini
Post production/VFX: Carbon
Editor: Lisa Gunning/ The Whitehouse
Music: Peter Duffy
Sound design: Peter Duffy
Sound Mixing: Jungle

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