The TV ad, titled ‘The Big Night’, focuses on a children’s nativity and the reactions of their parents in the audience.
Sainsbury’s has placed the slogan ‘we give all we’ve got for the ones we love’ at the heart of its campaign, which will run across broadcast, print, digital and social media.
The TV ad will air for the first time on ITV tonight.
Sainsbury’s head of broadcast marketing Laura Boothby said: “This year, we have set out to create an advert that captures the passion, emotion and excitement of the festive season, in a setting that’s familiar to us all – no matter how old we are.
“Customers tell us that what matters most to them at Christmas is spending time together with family and friends and making it truly special for them – and that’s what giving all you’ve got is about.”
’The Greatest Showman’ director Michael Gracey, who directed the Sainsbury’s advert, said: “I was honoured to be part of bringing Sainsbury’s new Christmas campaign to life. Fuelled by the passion and talent of an incredible cast and crew, we set out to craft an ad that embodies the joy and imagination of the festive season.
“We hope it’s a message that resonates with people from all walks of life this Christmas.”