Due
to the previous few years being an almost entirely one horse race, I
have still been looking at the other adverts, however, not expecting
them to better John Lewis.
The
Sainsbury's advert was released a few days after the John Lewis advert.
Depicting Christmas in the trenches of WWI, it is already more poignant
- being the centenary of WWI this year - and emotional than the relationship between a child and his toy.
Where as the John Lewis advert highlights a relationship that we would
all commonly expect, Sainsbury's show a relationship that is unusual,
unexpected and something that wont ever happen again, making the message
more powerful. The advert tells the story of Christmas day in 1914 as a
whole but also on the level of the individual. It shows hope and
morality whilst also remembering and respecting those who lost their
lives in the war. Although the final twist in the advert is not as
powerful or as unexpected as the one in the John Lewis ad - the exchange
of food is somewhat predictable - it still emotionally involves the
view on multiple levels.
Although
they are both great adverts, the Sainsbury's advert tops it for me. Not
only down to the sheer scale, power and emotion of the advert but also
that the chocolate bar featured will be sold in stores nationwide for £1
will all the money raised going to The Royal British Legion.
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