Sainsbury’s Christmas offering this year has moved away from a price and product led message to tell the story of ‘The Christmas Truce’.

On Christmas Day 1914 – the first year of World War One – British and German soldiers called a truce and came together on neutral territory to mark the day.

“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,” said Mark Given, head of brand communications, Sainsbury’s.

The full three and a half minute spot – directed by Ringan Ledwidge – is a creative interpretation of this day.

Read the full story here.