Giving a glossy Christmas TV ad a new life with an extra layer of meaning and talkability.

The shine of the big-budget Christmas TV ad wears off after the first couple of views. We wanted something that kept Sainsbury’s and their Christmas campaign on people’s minds right through December. So with our customers’ help we made a second TV ad, starring them.

The first ad was based on a new Mog the Cat book, released in partnership with Save The Children. We wanted to get as many people reading that book as possible. When it hit supermarket shelves we released a film across social channels that celebrated the power of parents reading together with children. The film concluded with a simple ask: show us your storytelling skills by sharing clips of you reading to your kids, and you might end up on TV. And people shared. We stitched the best submissions together for a second TV ad that ran later in the campaign.