NEW golden quarter logo black (Nov 2021)

The advert, entitled ‘A Christmas to savour’, celebrates all the little moments when family and friends come together.

Sainsbury’s acknowledges that last Christmas was not quite what everyone expected and wanted during the pandemic, so calls on them to savour every detail.

It includes a popping Prosecco bottle, a walnut exploding, gravy pouring and people singing and laughing all frozen in time.

The advert features Etta James’ At Last and includes a voiceover from Stephen Fry saying: “It’s been a long time coming, so let’s make it a Christmas to savour.”

It was created by global advertising agency Wieden+Kennedy.

Sainsbury’s director of brand communications and creative Radha Davies 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.

“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. We really hope everyone truly gets to enjoy themselves this year and can make it one to remember.”