“Go Woke Go Broke!” UK Grocer Sainsbury’s Forced To Defend Christmas Ad Featuring Black Family

“Go Woke Go Broke!” UK Grocer Sainsbury’s Forced To Defend Christmas Ad Featuring Black Family
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Christmas ads from the UK grocers and retailers arguably attract more attention – industry and otherwise – than at any other time or category.

Over the weekend grocery chain Sainsbury’s released a spot called “Gravy song” that featured home video footage of a black family.

The minute-long ad is the work of Wieden+Kennedy London  – and the first in a trio of similar themed spots – and features a heartwarming phone call between a dad and his daughter as they share their excitement for Christmas day.

While the ad clearly aims to celebrate food, family and togetherness, some Twitter users lashed out at the company and its agency for featuring a black family in the clip.

“The UK is 80 per cent white. Do Sainsbury’s not have data on who actually shops there LOL?” one person wrote.

While another added: “This doesn’t represent me, I don’t see myself in this at all. I can’t relate.”

“Another one added to the banned list. Go woke go broke,” another penned.

Thankfully, not everyone was as narrow-minded, many coming out in support of the work.

One supporter of the ad wrote: “With all the other Christmas ads mostly featuring interracial couples/families it’s nice that you have done a black family a dark skinned one at that! Who you rarely see on TV, thank you.”

Another added: “I wouldn’t normally weigh in on a Christmas advert but i’ve just read through the replies and wanted to say bravo to whoever’s running your social media accounts and having to spend their day replying to sad old racists throwing tantrums.”

Another penned: “You can’t relate to an advert showing a family of human beings. Are you alright Debbie?!”

A spokesperson for Sainsbury’s commented: “At Sainsbury’s, we want to be the most inclusive retailer.

“That’s why, throughout all our advertising we aim to represent a modern Britain, which has a diverse range of communities. We have three stories of three different families in our advertising,” the spokesperson said via social media.

 

 

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