Blog 4

Sainsbury’s Christmas

This commercial is about how Christmas can bring people together even in wars. The advert does not try to convince the audience to buy products or services from Sainsbury’s but wants to introduce the enjoyment of Christmas. The advertisement is a standalone ad about, two army’s the British and the Nazi soldiers coming together in one special day, putting their difference side to enjoy Christmas. The shooting of the advert is amazing. Without saying a word, the new cast takes a surprising display of passionate emotion within a few shots minutes. The simple story, constructed around the near-mysteries Christmas truce between the trenches of 1914, has just the right blend of tragedy and sadness to bring a tear to the most hard core audience. It shows enemies on the Western Front, separated by a snow filed, on no man’s land, singing “Silent Night” in two languages throughout a brief break in the massacre. Then, using their jumpers as goalposts, British and German soldiers slowly and anxiously appears from their gutters for handshakes and a game of football.The advert is an intertextuality ad because it uses creative words at the end of the advert which brings the audience together, “Christmas is for shearing”. These world are powerful because it bonds everyone together in a special day. But as Sainsbury’s is a business they intended to get something out of the advert. They will get a good brand image because of the advert, this helps Sainsbury’s because the audience will see the business as an amazing, inspiring and true to British business. Also Sainsbury’s are selling the blue chocolate bar around the UK. Doesn’t matter how beautiful the advert is, Sainsbury’s will also want to make money out of it. Sainsbury’s uses the audience emotion from the advert to make them feel happy and that tingling feeling from the inside, this would course the audience to buy the chocolate to respect the true event that happened. Sainsbury’s has partnered with Royal British legion and all the profit made by the blue chocolate goes to the Royal British legion. The target market of this advert would be the general public, it was not aimed a piratical group of age or gender but in this case it would be aimed at people who believe and celebrate Christmas. Sainsbury’s used happiness as a key element for the advert being that good. Happiness in the ad made the audience feel happy and give them a smile about the truce between the two army on that special. The advert used different types of shots to capture the true happiness and joy. Shots like: long shot, medium shot, wide shot, close up, sky line shot, eye line match, match on action. When making the advert it would have taken lots of shots to capture the true beaut in that event.  Every camera angle or positioning in the advert was done correctly and beautifully. Adding that the lighting in every shot was done great, it was clear see every aspect in the ad.  The sound used in the advert was smoothing, it was made so the audience would feel something from the inside. In my opinion the advert was done so elegantly and astonishing it reached out to me unlike other Christmas ads. Every moment in the advert is tearfully that it reminds us that even in the most brutalist and deathly times, one day can bring back all out humanity. The main point of the advert is Christmas is for shearing but there where bigger points than that. The advert really showed meaning of life, how we should also be happy and be thankful for what we have. But it also showed the audience sadness at the end when we see both army going back to their positions when there was gun shots. Overall the advert was successful because of the general history that people didn't know about. The story was very touching which made the advert a success.