‘Sainsbury’s Christmas ad is in tune with the times, its critics aren’t’

Sainsbury's Christmas advert 2020

Sainsbury’s Christmas ad has brought out the bigots and trolls on social media since it aired at the weekend. Goodwill to all is clearly in short supply in some quarters this festive season, but the grocer, not its critics, is in tune with the spirit of the times.

Sainsbury’s seasonal campaign is highly traditional. The first of the ads, ‘Gravy Song’, celebrates treasured family time and food. What’s made some choke on their turkey is the fact that the family featured happens to be black.

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