Sainsbury’s Christmas Advert – The Criticism and Support

It’s been a very difficult year and sadly, Christmas is going to look a little different this year. However, we can still find a little Christmas spirit in the recent holiday adverts that are broadcasted this month!

I was very impressed with Sainsbury’s Christmas advert this year. However, it seems like some people don’t share the same opinion as me.

To give a bit of background, Sainsbury’s launched a series of three Christmas adverts this month that celebrate memories, family time and food. They feature a phone call to a family member where they discuss their memories with a particular type of food from gravy to sarnies.

What I love about the campaign is that they acknowledge the coronavirus pandemic. All the adverts feature a phone call conversation between family members. In the first advert (embedded above), they used a phone call between a daughter and her father over the clips. You can hear her saying ‘I just really want to be home for it’ which makes the advert really relatable, considering no one knows if they can go home and celebrate Christmas with their families this year.

Personally, I think this was a great idea from Sainsbury’s. Everyone is using different ways to keep in contact with their loved ones this year and the company has incorporated this into their advert. This will make them more relatable in the publics eye and could even increase sales.

The Criticism

Personally, I thought the campaign was representative of the British public. In England and Wales, 3.3% of the population in 2018 were categorised in the black ethnic group. Therefore, why shouldn’t they be included in an advert?

Here are some examples of the criticism of the advert on Twitter:

When I read tweets like the ones above, it makes me ashamed to be British. We are in 2020! We should have more brands taking a step to represent more ethnicities like Sainsbury’s.

Sainsbury’s Support

Even though there was criticism, I was really pleased to see all the support that the advert generated. Even companies such as Marks and Spencer reached out to show their support (shown below).

Even though it is great PR for organisations such as Marks and Spencer to be seen to be supporting the Sainsbury’s advert, it also says a lot about the company as a whole. In my opinion, by simply tweeting their support, they will build a great reputation, as well as showing they are also an inclusive brand who are not scared of racist backlash.

In my opinion, Sainsbury’s did a great job with their Christmas advert and have shown that they are an inclusive brand. It’s just sad that some people are still racist and can’t accept the fact that other ethnicities need to be represented in adverts!

I would love to hear your views on this. Let me know what you think in the comments.


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