Sainsbury’s has unveiled its Christmas advert, an animated campaign designed to emphasise “sharing the gift of time”.

The stop-frame animated campaign, which supports the Great Ormond Street Hospital Children’s Charity, was described by the grocer as “joyful” and emphasising “the importance of sharing the gift of time with family and friends this Christmas”.

Sainsbury's 2016 Christmas advert

The full ad will air tonight during I’m a Celebrity… Get Me Out Of Here! at 9.15pm and is voiced by British actor James Corden.

The retailer has incorporated specially created products such as Gingerbread ‘Dave’ and The Greatest Gift film animation kit to support the good cause.

Shoppers will have the option of donating at the till and all such proceeds will go to the children’s charity.

Sainsbury’s head of broadcast communications Sarah Kilmartin said: “’Christmas is for sharing’ has been a theme for our Christmas ads for the last three years and it continues to have real resonance for our customers.

“We think many families will be able to relate to the idea that Christmas can be such a busy time that it can be hard to prioritise simple family time together.”

Great Ormond Street Hospital Children’s Charity chief executive Tim Johnson said: “At Christmas, time spent with the people you love is precious. For the families of patients at Great Ormond Street Hospital who are unable to go home at Christmas, this is particularly true.

“The money raised will enable us to help more families be together when they really need to be, by providing dedicated accommodation close to the hospital.”