Sainsbury’s has taken inspiration from Road Dahl’s beloved BFG for its 2024 Christmas advert.
Featuring a voiceover by Stephen Fry, the advert tells the story of the friendly 24ft tall giant and a real-life Sainsbury’s employee called Sophie, who embark on an adventure to locate the festive food on sale in the UK supermarket.
The chain enlisted the help of Sophie, a food services assistant at Sainsbury’s and keen drama student, who made her acting debut in the festive advertising campaign.
At the beginning of the ad, the BFG cuts up unattractive dishes designed to evoke memories of the famous children’s book, while a voiceover fantasizes about appetizing alternatives, such as “veal boots” and “blanket wigs.”
The friendly giant then has a moment of reflection, before turning to the camera and asking: “Hello Sainsbury’s, how can we make this Christmas a little more… spectacular?”
Sainsbury’s has unveiled its 2024 Christmas advert (pictured), inspired by Roald Dahl’s BFG.
The advert then takes viewers to Sainsbury’s employee Sophie, who is putting away trolleys outside the supermarket in the snow.
As the employee turns to return to the grocery store, an imposing figure emerges behind her in the parking lot: the BFG.
‘BFG!’ Sophie exclaims, “I heard you need our help.” After a brief pause, the BFG extends his fingers to signal her to sit on his hand and says, “Actually, I do.”
The duo then travel around the county on a grand adventure, collecting items to include in Sainsbury’s festive food collection, including the Taste the Difference range.
In their search for delicious food, the couple sources food from Sainsbury’s suppliers, including salmon, Brussels sprouts and deliciously crumbly Stilton cheese.
Viewers then get a glimpse of the variety, as the camera pans to reveal a dining table in the BFG’s cave with dishes, including a roasted carrot galette, a smoked salmon and maple terrine, and a delicious dessert of the Golden Forest.
For the second year in a row, Sainsbury’s has announced its commitment to making tasty, affordable food accessible over the festive period through an initiative called ‘Good Food for Us All’.
In the final scene of the ad, the BFG and Sophie wish each other a Merry Christmas as Stephen Fry asks, “Do you want to go big this Christmas?” Ask Sainsbury’s. Good food for all of us.’
The Christmas advert shows a range of the supermarket’s festive food offerings, including a roast carrot galette (pictured: archive image of Sainsbury’s in Tunbridge Wells).
British actor Stephen Fry, 67 (seen in London in July), is the voice-over of the festive advert.
Emma Bisley, campaigns director at Sainsbury’s, said: “The festive season is all about creating wonderful memories and we’re here to help our customers create a truly unforgettable Christmas with family and friends, especially when it comes to food.”
‘At Sainsbury’s, providing good food for us all is at the heart of everything we do. We want to offer a diverse range of high quality food products suitable for any occasion, whether customers are looking for new Christmas treats or classic festive favourites, Sainsbury’s has something to suit all tastes and budgets through this year’s Christmas range.
“Collaborating with the Roald Dahl Story Company this year was an extraordinary opportunity to tap into the nostalgia and soulful spirit that the BFG embodies and we hope this announcement captures the hearts of the nation and fills them with joy.”
‘With more than 21 million copies sold worldwide and translated into 49 languages, it continues to capture the imagination of generations around the world.
Meanwhile, Natalie Hopkins, Global Product and Partnerships Director at Roald Dahl Story Company, said: “By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation will be as enthralled as we are by see Two old friends will be together again this Christmas.
‘The BFG is perfect for Sainsbury’s mission to create a Great Christmas for everyone.
“With only cucumbers to devour in Giant Country, his curiosity for good food leads him on an adventure of discovery and wonder with Sainsbury’s Sophie to bring the magic of Christmas to everyone.”
This year, Sainsbury’s is working with its charity partner Comic Relief to distribute more than five million meals to families experiencing food poverty this Christmas.
The scheme is part of Sainsbury’s and Comic Relief’s Nourish the Nation programme, and there will be a different edition of this year’s Christmas advert highlighting the contribution.
…And Argos is getting festive too!
Argos mascots Connie and Trevor are back on TV screens for the store’s Christmas 2024 campaign.
With the help of Golden Globe-winning director Michael Gracey, best known for The Greatest Showman, the UK retailer features Trevor living his rock star dream.
The T-Rex was in his element as he performed a cover of ’20th Century Boy’ atop a mountain of Marshall speakers to a cheering crowd, including his best friend Connie.
At the end of the ad, Connie surprises Trevor with the perfect Christmas gift: a Marshall speaker. “Whatever they dream, there is more in Argos,” a voiceover concludes.
The advert, which features music by David Kosten, aims to build on Argos’ ‘There’s more to Argos’ campaign, which launched last year to highlight the wide range of products the retailer sells.
At the start of the advert, Argos mascot Trevor (pictured) is living his rock star dream performing to an excited crowd.
Trevor’s best friend Connie (pictured left) buys him a special Christmas gift: a Marshall speaker.
Laura Boothby, Argos campaigns director, said: “Our customers love Trevor the dinosaur and Connie doll, so we’re delighted they’re back to spread festive magic and fun in such an energetic and joyful way.”
‘At Argos, whatever your loved ones’ dreams are this Christmas, we’ve got it covered. Whether it’s the latest and greatest in sound and technology, or the best toys of the season.”
Michael Gracey, director, said: “Bringing this unique Christmas story to life for Argos was a pleasure, fusing Trev’s rock star vision with Connie’s warmth to capture our collective desire for the perfect gift.”
Matt Moreland and Chris Clarke, creative directors at The Partnership group, said: “We wanted to turn it up to 11 this Christmas and create something that really hits.”
‘We are delighted with the result of the campaign. Many thanks to everyone who made it possible. A literal dream team.’
