Sainsbury’s Christmas advert 2021: Watch the full Sainsbury’s Christmas advert HERE

Sainsbury's releases Christmas advert

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As the festive season approaches, brands are releasing their 2021 Christmas adverts with the hope of launching the most-watched festive advert of the year. In 2020, Sainsbury’s created a series of three mini-films celebrating family stories and memories of the festive season. With last Christmas not being quite as expected, this year the brand decided to encourage everyone to savour every moment. Express.co.uk has everything you need to know about how you can watch the advert. 

Sainsbury’s festive advert is titled A Christmas to Savour.

The ad premiered during the Angela Black series finale on ITV on Sunday.

The supermarket focuses on a single moment as a family enjoy their Christmas dinner.

Sainsbury’s allows viewers to take in the familiar scene from a variety of perspectives. 

Read more: Tesco Christmas advert: Watch Santa avoid COVID-19 travel restrictions

The advert begins with someone plugging in Christmas tree lights with the words ‘Welcome Back to Christmas’ before the fairy lights illuminate and everyone freezes.

A toy stops in the air mid backflip, a grandad is sitting in his chair cracking open a nut that has exploded everywhere and a woman opens a bottle of Sainsbury’s Christmas Prosecco Rosé which sprays in the air.

Etta James’ At Last! provides the soundtrack to the festive film. 

The advert ends with the words A Christmas to Savour appearing on screen as Stephen Fry can be heard announcing: “It’s been a long time coming, so let’s make it a Christmas to savour”.

Radha Davies, Director of Brand Communications and Creative, at Sainsbury’s explained: “With so many of us unable to spend Christmas with our loved one’s last year we, along with the nation, are really excited to fully celebrate Christmas once more. 

“One of the true highlights of the festive season is the much-anticipated Christmas dinner. 

“Whilst the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and above all, having fun together.

“That’s why we decided to focus on savouring every moment with this year’s ad. 

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“We really hope everyone truly gets to enjoy themselves this year and can make it one to remember.”

Sainsbury’s shoppers were thrilled with the supermarket’s Christmas advert and took to Twitter to praise the clip.

@laura_foulger tweeted: “Well done Sainsbury’s, celebrations with loved ones this year is a long time coming – love it!”

@CurvyMrsB wrote: “Yes!!! Nailed it! First Christmas we can spend with family for a couple of years now, absolutely love it.

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“I can see people creating their stills for Tiktok already lol”

@Codser added: “I’m looking forward to Christmas and getting friends and family together over the festive season… 

“This ad sums up the spirit of togetherness and fun we should be having – I hope everyone else has a happy Christmas too.”

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