Sainsbury’s has recreated one of the most famous moments of the first world war in its new Christmas advert, retelling the story of Christmas Day in 1914, when opposing British and German soldiers emerged from their trenches to exchange gifts and play football.
Mark Given, head of brand communications at Sainsbury’s, said: “This year, we wanted to reflect that theme of sharing in our Christmas campaign through the lens of one of the most extraordinary moments of sharing in modern history when, on Christmas Day 1914, British and German soldiers laid down their arms, and came together on neutral territory to share stories, mementoes and even a game of football.”
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