Sainsbury’s Christmas advert for 2021 has used last year’s lockdown for its inspiration, with the minute-long commercial dedicated to families being reunited this year.
The advert, set to Etta James’ classic At Last, and narrated by Stephen Fry, depicts a family’s Christmas dinner in full flow – with champagne flowing and the piano being played – before the fun is frozen in time.
The advertisement, which was first shown during Angela Black’s Special on ITV and Youtube, encourages people to take in every minute of this Christmas season.
Many people spent yuletide in 2020 alone, or away from their families. Boris Johnson had strict guidelines just before the big event.
Sainsbury’s has released its Christmas advert for 2021, which depicts a family’s Christmas dinner frozen in time – showing how last year’s fun was abruptly stopped for many by Covid restrictions introduced days before December 25th
A large family gathering is paused for the cinematic ad – before the fun begins once more
Sainsbury’s ads show a Christmas tree lighting up, with the message ‘Welcome Back To Christmas’. After the scene stops, viewers are transported around the room.
Etta James’ At Last starts to play, and there’s a cinematic moment when a nut is cracked by a grandfather who is then stuck in time, with the walnut exploding into hundreds of pieces.
The window is filled with children playing, while next to them a man and woman open a glass of champagne.
Camera zooms in on a drop of rose wine before focusing on family members as they enjoy Christmas dinner.
A grandfather opens a nut and the shell explodes, causing the advert to freeze in time.
A family of members, with some wearing Christmas hats are seen enjoying games and good cheer while eating.
Camera hovers over the food on the table before turning to record what is happening underneath it.
The children enjoy treats and play under the tables. The cheeky kid who had forgotten to freeze his smile and decided to eat a potato, instead.
A table is where two men are playing together at the piano. Before the camera pans, it shows the cheerful scene before normal.
The champagne bursts open as the family dog jumps enthusiastically.
While the champagne is being poured open, the camera pans to a single drop of Champagne.
Children are having fun and eating Christmas goodies under the table. He is enjoying a roast potato and forgets that he should freeze.
The voiceover by Stephen Fry is heard saying: ‘It’s been a long time coming, so let’s make it a Christmas to savour as the words ‘Christmas to savour’ appear on the screen.
Radha Davies, Director of Brand Communications and Creative, at Sainsbury’s said: ‘With so many of us unable to spend Christmas with our loved one’s last year we, along with the nation, are really excited to fully celebrate Christmas once more.
The much-anticipated Christmas Dinner is a highlight of this festive season.
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,’ she added.
Pause: Before the party begins again, the family will freeze as the sun sets.
‘That’s why we decided to focus on savouring every moment with this year’s ad. She added that she hoped everyone can have a great year, and enjoy it.
This advert which premiered tonight on ITV, will also appear in cinemas across the country and a longer version of 20 seconds that will be broadcast live on TV.
Sainsbury’s Gravy, which had three parts, featured several families preparing for Christmas following the pandemic.
After initially declaring Christmas saved, Boris Johnson, the Prime Minister of Boris Johnson put restrictions in place on December 20 due to an increase in virus cases in the UK.