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Sainsbury’s Finds Itself In Accidental Déjà Vu With John Lewis Over Similar Ad
By Izza Sofia, 16 Nov 2018
Left: John Lewis’s ad, right: Sainsbury’s ad
Sainsbury’s has unveiled its 2018 Christmas commercial, though fans can’t help but notice a striking resemblance between its version and John Lewis’s recent ad.
Sainsbury’s teamed up with creative agency Wieden+Kennedy London for its ‘Big Night’ festive spot that might tug at your heartstrings. Directed by Michael Gracey of The Greatest Showman, the ad features a group of children performing a Christmas show at their school.
It starts off with a young girl dressed as a star, who appears nervously on stage to perform in front of a packed hall. She gains confidence after catching her mother’s attention, and proceeds to sing You Get What You Give, loud and proud. Soon, other children join her amidst fairy lights and a Christmas tree.
In September, John Lewis unveiled its rendition, also featuring children performing on stage, but instead, singing along to Queen’s hit song Bohemian Rhapsody. The ad was rolled out in line with the company’s rebrand.
Sainsbury’s head of broadcast marketing Laura Boothby said the team isn’t worried about the accidental coincidence. Boothby explained that the team had been working on the campaign since January and did not “reconsider alternative creative” options when John Lewis released its ad in September.
According to Boothby, many school plays happen during Christmas and the team has managed to incorporate a Christmas feel inside the ad, so there isn’t anything to worry about. She hopes viewers can distinguish Sainsbury’s ad from John Lewis’s version by the black, white and orange hues seen at its beginning.
The spot also aims to capture the “passion, emotion and excitement” of Christmas by showing the perfect setting of families watching their loved ones give their best, and spending time together, through a fantastic Christmas message brought to life.
[via The Drum, opening image via John Lewis & Partners and Sainsbury’s]
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