At Last: Sainsbury’s tearjerking Christmas advert tells everyone to savour time with the family together

Virgin Radio

15 Nov 2021, 13:47

Christmas is coming, get the turkey and tissues out. The supermarket have released their latest festive advert and it's based on the most precious thing in life. No, not the tele, but of course family. 

The TV cracker debuted during ITV drama Angela Black last night opening with the Etta James infamous belter At Last giving a nod to the restrictions and rules of last year’s Covid-19 chaos. 

Cue a slow-mo scene of a family popping champagne corks, singing carols, pulling crackers and playing charades urging people to "savour" every moment with a cameo from last year’s emotional gravy boat. 

The 60-second piece concludes with the dulcet tones of Stephen Fry saying: "It's been a long time coming... so let's make it a Christmas to savour.”

Radha Davies, Sainsbury's director of brand communications and creative, said: "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.

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

Does that mean eating sprouts too?