Sainsbury's festive ad 'savors' Christmas in slo-mo

Spot shows people frozen in time to emphasize it's been a long time coming

Published On
Nov 15, 2021

Editor's Pick

Sainsbury's puts the Christmas Day feast into slo-mo this year in its festive ad, highlighting the fact that it's been a "long time coming."  It's the latest U.K. advertiser to refer to the fact that Christmas was basically canceled last year in the U.K., with a lockdown in most regions meaning families could not celebrate together.

Like several other brands, the U.K. supermarket's film, by Wieden + Kennedy London, opts for a celebratory approach to the festive season this year, but with a quirky twist. To the soundtrack of "At Last" by Etta James, we see a family at a holiday party, with many of their moments and expressions slowed down as if frozen in time. A Grandpa cracks open a nut which has exploded everywhere; a woman opens a bottle of Sainsbury's Christmas Prosecco Rosé and we see it spraying in the air; gravy drips from a gravy boat mid-pour; two men at the piano are frozen mid song, mouths agape. (There are, of course, plenty of lingering shots of the food to whet the viewers' appetites.) The spot ends with a voiceover from actor Stephen Fry, proclaiming: “It’s been a long time coming, so let’s make it a Christmas to savor."

The playful film was directed by Pulse Films' Ninian Doff (who helmed the brand's Dickensian epic Nick the Sweep in 2019). The one minute version debuted on Sunday night on ITV, and it will roll out in cinema on Nov. 22, with a 20 second cut also shown across TV and on social.

“With so many of us unable to spend Christmas with our loved ones last year we, along with the nation, are really excited to fully celebrate Christmas once more," said Radha Davies, director of brand communications and creative at Sainsbury’s, in a statement. "One of the true highlights of the festive season is the much-anticipated Christmas dinner. Whilst the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and above all, having fun together. That’s why we decided to focus on savouring every moment with this year’s ad."


Nov 15, 2021
Client :
Agency :
Wieden + Kennedy, London
Strategist :
Georgia Challis
Strategist :
Rory Foster
Strategist :
Martin Bassot
Account :
Katherine Thomson
Account :
Eldar Chen
Account :
Sam Hunton
Producer :
Anna Nielson
Producer :
Gifty Appiah
Production Company :
Pulse Films
Director :
Ninian Doff
Director of Photography :
Jarin Blaschke
Executive Producer :
James Sorton
Producer :
Shirley O'Connor
Production Manager :
Racheal Donson
Production Designer :
Jon Henson
Costume Designer :
Selina Wong
Food Stylist :
Laurie Perry
Casting :
Kharmel Cochrane
Editorial Company :
Stitch Editing
Editor :
Leo King
Edit Assistant :
Joe Bolger
Edit Producer :
Alice Clarke
VFX Company :
Time Based Arts
VFX Head of Production :
Josh Robinson
VFX Producer :
Jo Gutteridge
VFX Supervisor :
Leo Weston
Colorist :
Simone Grattola
Sound Company :
750MPH Sound
Sound Designer :
Sam Ashwell
Sound Designer :
Michalis Anthis
Sounds Producer :
Olivia Ray
Sound Company :
Music Producer :
Sunny Kapoor
Music Track :
At Last

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