The story behind 1914 | Christmas Ad | Sainsbury's

Although the events we show in our ad are fictional, we’ve tried to make the details as accurate as possible. Everything from the insignia on the men's uniform to the depth of the trenches is based on historical fact.
In this short documentary we talk to the experts who advised us, interview the grandson of a soldier who was there, and hear first-hand accounts from both sides.
We will be selling the vintage chocolate bar featured in the ad, with all profits (50p per bar) going to The Royal British Legion.
You can buy the bar in your local Sainsbury’s until Christmas, while stocks last. Subject to availability. Excludes online.
We’d like to thank Andrew Hamilton, Taff Gillingham of The Khaki Chums, Andrew Cleaver of christmastruce.co.uk, The Imperial War Museum for the use of their public archives and The Royal British Legion for their guidance, insight and support.
See all the sources and references we have used
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Watch our Christmas ad
• 1914 | Sainsbury's Ad ...
Watch the making of our Christmas ad
• The making of 1914 | C...
To find out more about the ad: www.inspiration.sainsburys-live-well-for-less.co.uk/about-our-christmas-tv-ad/
The Royal British Legion. Registered Charity No. 219279

[@SeidelPete]

My maternal grandfather took part in a Christmas truce in 1914. He was a German grenadier guardsman and was a couple of months shy of his 17th birthday. He told me about that Christmas when I was a child. He started what has now become a family tradition for Christmas Eve. We gather together and sing Silent Night in German. I am teaching my grandchildren to keep this tradition alive a century later. We can't fix politicians because they are so broken. We can only replace them with less broken people and pray that they have consciences and will work for peace. We, the people of the world, need to stop killing our young in a continuing sacrifice in the name of Mars.

[@1932heather]

Dank. Hear, hear.

[@svagrod]

We also sing Silent Night around the Christmas tree EVERY Christmas Eve.Then we open presents.MERRY CHRISTMAS!!!

[@EuphorbiaPulcherima]

Pete Seidel Frohe Weihnacht!

[@TheReconRacoon]

danke my german brother, live long and happy

[@denisageev3437]

God Bless you, Merry Christmas!

[@sobocunningham228]

I love the way they Made Jim and Otto so alike, its basically saying "theres always going to be someone in the exact same situation as you" and I think thats really nice.

[@rararasputin8608]

In opposition, we forget that the enemy may be more alike than we think.

[@redopz4462]

I just watched this ad for the first time (November 12th), and I'm not ashamed to say it brought more than a couple tears. The courage, and compassion, of those men is just mind-boggling.

[@jesuschristsuperstar9821]

+Matthew Schultz , I watched this ad several times before, but still the same feeling every time I watched...emotional and touching.

[@thema1998]

I just watched this ad for the first time and it made me cry. I'm not ashamed to admit that. 😭

[@thema1998]

@Batphink Reynolds I don't have a mate yet but I would like to one day.

[@arno-luyendijk4798]

@@thema1998 same here , mate. I have watched the ad several times around and far after the christmas dates, and it holds even more meaning in these d@rn corona times. Let us as humans remain connected and keep on communicating.

[@ProtocolAbyss]

Couple tears? I broke down crying…

[@DougATV]

For me, I don't care if the Sainsbury Stores are just trying to flog/sell a few more groceries..... this was a beautiful piece of work. The thought and feeling of watching this horrible time in history... was warm, and kind. It should be a lesson for world leaders. We... the simple people do not want to die or kill eachother. We have family, and love friendship. I have never heard of this wonderful moment in history.... until Sainsbury showed this to me. Hooray for Sainsburys!!! Next time I come to the UK, I will shop Sainsbury.

[@yeoldeyoungin9745]

100% of the proceeds of this chocolate was given to the British Legion. Sainsbury’s was the maker of the chocolate on British ration packs in WWI- this was a tribute to that. They made no money.

[@Kaiserjerry]

Same, Idk if the reply comment to your comment is true but Idec care if they made money, it was such a beautiful ad

[@WilfDay]

My grandfather was there, and wrote home about the Christmas truce. It started with British troops in the trenches singing Silent Night on Christmas Eve, and the German troops joined in. And on Christmas Day, after the Christmas Truce was arranged by local commanders, the two sides indeed played football (soccer).

[@fatratthecat]

Just beautiful and I am so glad that this story of humility has not been lost with time. I am only 30 so was born many years after the great wars but I am proud that I was raised to respect the history and stories from the front at a time when most people would want to forget. Well done Sainsburys for their collaboration with the British Legion....I will be buying one of those donation based chocolate bars :)

[@fatratthecat]

Oh and well done to your Grandad too Wilf.......He did what he did so that I can live as I do today...thank you x

[@719lego]

Great story Wilf, respect to your Grandfather , have a good Christmas mate

[@emmanuelthunderman9846]

Wilf Day no I know for a fact that the Germans sang silent night because my grandfather was a report person he send a pic and a letter

[@testytest674]

And the next day they just started killing each other again?

[@jjss1231]

One of the most moving adverts I have ever seen. Truly superb. Jack Stephens

[@phillipasalisbury3070]

jack stephens -I totally agree with you

[@mrwitwicky317]

That was a beautiful ad. It is not tacky or senseless like other ads which feature stars or celebrities endorsing products. It had meaning although they were advertising for their product. A lot of companies do, but sainsbury took the effort to do a meaningful one. Anyway whats so bad abt it that I see ppl hating it. Its your OWN choice which chocolates u buy and eat. What I took away from this advert is that some events in the advert actually happened and that is really nice to see that humans have some humanity despite whatever situations theyre in. And btw, im still buying other brands of chocolares for christmas.

[@ginny0865]

if Sainsbury's wanted to support the men who died in WWI they shouldn't have glorified it for commercial use. The could have quietly donated money to the Legion with out glorifying the war. They're just leveraging the popularity from the poppy installation at Tower of London.

[@HumptyDumpty210]

Ginny Kopacz Sainsbury's has been 'quietly' supporting the Royal British Legion for 20 years in it's stores and a lot, lot longer as a company: The only Retailer to have the RBL collecting inside their stores, for each of those 20 years. They make lots of donations and DO NOT advertise it...they just do it because they think it's the right thing to do ( unlike many other big corporations). Sainsbury's supplied food to the front line during the First World War -bet you can't name many companies that are still around that did that. And not only is ALL of the profit from the featured chocolate bars being donated to the RBL, they are also making an additional donation too. The advert was mad WITH the Royal British Legion.

[@HumptyDumpty210]

Lee Davey 'made' with the RBL....Freudian slip?

[@MsMakingMoney]

Hooray! Someone actually WATCHED the ad and got its message as it was intended! The royal British legion was in collaboration in the making of said as! Proceeds go to the Legion too!

[@kallumfrybrookes2618]

I don't know how they went back to war after this. Trying to kill some one that you were having a laugh with the other day? I couldn't bring myself to do it.

[@kallumfrybrookes2618]

***** It would still make me question weather or not they wanted to kill us. Wasn't you shot back then if you ran away? Or was that Russia?

[@rhiann1997]

+Kallum FRY Brookes they actually did not want to, but they were forced too. we're talking about a war in which a soldier would always remain in the trench with a gun and would kill anyone that turned back to safety. War is a horrible thing and unfortunately it was the higher ups that ordered them to shoot and kill, and there probably were people that didn't want to fight again after but I don't imagine that ended great for them.

[@posteador]

+Kallum FRY Brookes Which is why the officers hated this and discouraged this from then on.

[@d14music83]

+Kallum FRY Brookes actually this compassion for other soldiers is pretty universal.. you hear the ww2 veterans say that they later on understood that the german standard soldier ( not taking account the ss soldiers ) were just normal fellas doing their job. when you ask how you could return to killing someone you were having a laugh with the other day is actually kind of simple. the germans were orderd to gass the english men.. these orders ofc landed from the very top, but you can imagene that you would get angry at people using gass at you and your fellow soldiers :) now again, one can not put himself in the same place as a soldier unless you have been in his shoes, but as my great grandfather said : ¨i never hated the german troops, the times i encountered them they were nice guys, they liked to fish just as I did, they liked to hunt just like me, and in the end we were all soldiers that had a job to do. i would give alot to have a beer with one of the soldiers i fought against. ¨

[@d14music83]

+BushcraftingNL where is your information and sources of this? the english and the germans became hostile towards eachother in a whole nother level later on in ww1 caused by the germans usage of mustard gass against the english.

[@mariaodonnell8220]

This advert captures the essence of Christmas. Kindness to one another no matter who we are or where we come from. Leonard Sheicher (Frank Strasser is 'Das Boot') plays Otto so well.

[@Grotok]

I wonder if in world war 3, the two sides would fraternize over exchanging memes and friendly games of dota2.

[@thedoodlehudson]

dota2 games are never friendly... :)

[@laudeinvicta7113]

Grotok maybe the truce might be extended for football

[@Grotok]

I hope not, that would be plain boring. I would probably shoot if they offered me football

[@sadas3190]

A game of dota2 would result in widespread ceasefire, as soldiers from both side will start in-fighting and disband.

[@2Sugarbears]

They should have called it Shreds.

[@MissusTudor]

The nay-sayers be damned. I think it's lovely. Well done to all concerned. I only wish more Remembrance Day events could be like this, instead of it being hijacked for political reasons.

[@GearyDigit]

Andy Merrett Waaaaaaaa

[@MissusTudor]

Andy Merrett Yeah, I'm not suggesting we have them hanged. Honestly.

[@RichTapestry]

Missus Tudor Commerce involves politics. Remembrance Day is itself inherently political. (Hint: everything involving humans is political in some way.) (Double Hint: Patriotism in the Middle Classes is on the rise, and pssst, that's Sainsbury's "key demographic".) These are facts. I like the ad - it is a good story and a good advert. Remembrance day has indeed been "hijacked for political reasons", just you hadn't noticed it, and it is albeit the summation of commercial and private politics. Just because it tugged on your heart-strings (just about a couple of blinks before the logo fades in coincidently) doesn't mean you get to "damn" everyone who knows more than you about advertising, marketing and public relations.

[@MissusTudor]

Matt Beaumont Really, Matt, I can assure you I was neither born yesterday, nor did I get where I am now by falling down in the last shower. I realise what the purpose of the Ad is; presumably, the same as any other: to sell stuff. I simply appreciate them showing a real incident and trying to acknowledge the centenary of WWI. Honestly, I really had noticed that Remembrance Day has been hijacked; that's why I mentioned it in my opening comment. But let me specify, it's been hijacked in an increasingly aggressive manner to the point where I wouldn't be surprised if I woke up one Remembrance Day morning staring down the barrel of a gun held by some rabid right-winger with no trace of irony at all. I honestly didn't realise I would have to spell this out for every passing white knight safely mounted on their moral high horse. But when I say "damn the naysayers", it really was a flippant remark. I'm not about to reach for my pitchfork. If someone dislikes this, I really wish them no ill at all. It's all good; we go in peace (so long as you don't take everything so literally).

[@nightmareschannel12]

Its nice to know people like you are still around. Gives me hope for humanity in general.

[@jfbrown2861]

It's not fiction at all. The first hand account as published in Colin Walsh's book "Mud, Songs and Blighty" and featured in my musical revue "Mudsongs". December 25th. 8:30 am. Christmas Eve. I was looking out and saw four Germans leave their trenches. I told two of my men to go out and meet them, unarmed as the Germans were unarmed. My men were to see that the Germans did not pass the halfway mark. We were about three hundred yards apart at this time. Not knowing what was up, my fellows were not very keen on going, so I decided to go alone. By the time I got to them they were three-quarters of the way over. Their spokesman started off by saying that he thought that it was only right to come over and wish us a happy Christmas and that he trusted us implicitly to keep the truce. I assured him that we would. He told me he came from Suffolk, where he had left his best girl. He told me that he had tried to get a letter to her but could not and he wanted to know if he could send one through me. I made him write out a post card and I sent it off that night. I asked him them what orders they had from their Officers as to coming over and they said, "None"; that they had come over out of good will. When I returned to the trenches, I was surprised to hear a hell of a din going and not a single man in the trenches. I saw to my amazement, a crowd of about 150 men; British, French, Germans, all fraternizing in the most genuine possible manner. Every sort of souvenir was exchanged, addresses given and received and photos of families shown. A German NCO started his fellows off on some marching tune. When they had finished I set the note to "The Boys of Bonnie Scotland" and so we went on, singing everything from "Good King Wenceslaus" down to the ordinary Tommies song. We ended up with Auld Lang Syne, which we all, English, Scots, Canadians, Prussians, joined in. It was absolutely astounding, and if I had seen it on a cinematograph film I would have sworn that it was faked.

[@amobbzful]

Thank you so much, John. I remember being taught about the Christmas truce at school. Wonderful.

[@jfbrown2861]

Amanda Fairchild Thank you Amanda, WWI has always had a strange fascination for me. Especially the music. Based on a British publication by Colin Walsh that features first hand accounts of the war. I put "Mudsongs" together over 30 years ago when I was in University. It's had seven separate production here in Nova Scotia and most recently a radio broadcast that contained original recordings from 1905 to 1922. Some cylinder, some 78 rpm recordings - all cleaned up as best we could. First time this amount of cylinder recordings has had air play in over 80 years. The radio broadcast is two hours - here is a link to the 24 minute segment that opens with the Christmas narrative. I can send you a link to the whole show if you like. Sorry I couldn't cut it down to just the Christmas segment. 1drv.ms/1xVXl9Q

[@amobbzful]

Many thanks!

[@raomance]

Omg. Easily the best war account I've read recently. God bless you.

[@JamesGrundy]

Even among such carnage humanity survived. As an ex serviceman I pay my undying respect to those that gave their today for our tomorrow. Forever remembered . Duty done. Cede Nullis

[@surviveathome]

I remember being taught about this in school and how sad I felt for the ordinary men who after sharing peace with each other had to thanks to their seniors turn round go back to their trenches and proceed to kill each other. I love this advert xxx

[@Susan-123]

The film was also made in conjunction with the British Royal Legion. I think it is safe to say a large proportion of the profits from this ad will go to them. Well I assume so, but anyway to my point... I do kind of wish people would just see this for what it is; A few minutes in time to just think, to imagine what it must have been like for those men, rather than ramming down our throats what certain advertisers insist we have to buy this Christmas or it just won't be a proper Christmas without whatever it is. Not hearing the usual I want I want from my children throughout this ad was light relief in itself. Must we all be so cynical these days - Can't we just sit back enjoy the ad, be grateful for what we have, and move on.

[@stevenmarshall189]

I had heard of this after seeing the 2005 movie Joyeux Noel (merry Christmas) all i can say is, whether its a commercial or not its a wonderful piece of film. A touching memoir of a truly tragic time and a true reminder of how futile war is. Well done Sainsbury and the British legion.

[@JohnWilson-mp7xh]

Millions sent to their deaths whilst their leaders sat in comfort at home.

[@Onimirare]

Because they have important experience about how war works and that's too valuable to be easily lost.

[@MR-hj6hk]

You do realize that the fact that it even started in the first place is deplorable? Yes, they have experience, enough so that you'd expect them to avert it. But no, they don't... and they're fine with that.

[@harrymarsh6328]

NomeInvalido have you ever heard of the saying "Lions led by donkeys" it is used often to describe the actions of the generals that had less of an idea on what they were doing than the grave soldiers on the front line as no one had any experience with trench combat. The war would have been won with less casualties and time if the men, that had more of a clue, on the front lines directed the attacks.

[@Kira_MT]

One of the best comercials. Shows that we all are humans, we love, we live, we want peacefull sky above our heads. Not war, not death.

[@jrose7508]

Such a touching story, so many lives lost and yet on Christmas morning they had enough courage to go out of their trenches. Merry Christmas to those who celebrate it. :)

[@dougwong7827]

The Christmas Truce shows there is always hope for humanity

[@jamesswinhoe9288]

I don't see why people are hating so much! Yeah of course it's advertising, but the chocolate bar goes to charity. Also no matter what advert they do, good or bad, I'll never in a million years shop at that place with their prices. So it doesn't really matter. It's just nice to see something like that professionally made and we can enjoy it, have a moment and remember what happened this Xmas 100 years ago.

[@rangerwhoop]

I live in West Texas but I liked this so much I may have to start shopping at Sainsbury's.

[@rangerwhoop]

Mr Frank, I married a Spencer. A Texas Spencer that is. We might be distant cousins in laws?

[@rangerwhoop]

Mr Total Panic I bet I would love your fresh bread. Hope some day to visit my mother country. My ancestors came from Devonshire in 1679 to Virginia.

[@METALFREAK03]

Ranger Whoop I cannot see my comment, but we might be mate :)

[@gawa5536]

They did have a football match because there is photo evidence of it.

[@cheesepuff327]

Source?

[@gawa5536]

Lord Cheesepuff It was in some history magazine. I think it was the BBC's one I saw it in.

[@andreadavidoni5960]

Could be staged.

[@Gilhelmi]

Pizzamaster007 No, eyewitnesses also made reports of the games. It is said that the First World War was the last time gentlemen fought in war.

[@Mike-om6kh]

I vaugely remember reading a witness account of both sides playing football on Christmas Day. But couldn't remember if it was WWI or II. Probably WWI by the sounds of comments

[@job1181]

Great job to the Sainsbury marketing department for putting this together. It's ashamed some of yalls own people can't appreciate this. But as an American which our history up to this very moment has been based upon war. We can appreciate some humanity that manages to pop up while being surrounded by death and suffering.

[@luisarturosalamanca7259]

ALL the soldiers of the World MUST make again The Christmas Truce of 1914 FOR EVER

[@gobindadasbandopadhyay112]

In our everyday life,equally, we need the truce, and be in peace.

[@aboxall736]

I understand Sainsbury's have had to withdraw this ad and I think it's tragic that the knee-jerk reaction of so many people who haven't bothered to appreciate the motive behind this beautifully made piece of film, which can hardly be called an advert, may result in less money being raised for the Royal British Legion. After all, it was made in partnership with them and they surely would be the first to complain if it was in "bad taste". I hope Sainsbury's carried on selling enormous quantities of the chocolate bars!

[@chazzerhead]

It was not withdrawn, I watched this (shortened) advert only moments ago

[@thema1998]

@Batphink Reynolds chazzerhead said that it wasn't withdrawn but the thought of it being withdrawn is said.

[@Thirdfish]

I bet the Germans won on penalties.

[@maharlikanandproud15yearsa25]

6 Years later, i’ll explain. They simply won 3-2

[@Galaxy_dragons82]

Thank you Sainsbury chocolate for a beautiful telling of the troops in 1914 coming together to spend Christmas with each other

[@mikilim9059]

If only people ignore the history facts and hatred on the war thingy, and perhaps just simply enjoy the ad with that beautiful message.. the world still can be a better place to live in. Ps: not a bristish or a german here, simply a foreigner appreciating the beauty of humanity in this ad. Cheers, is Christmas.

[@DeeFaun]

I agree, Miki; thank you.

[@MrSiaynoq]

"If only people ignore the history facts and hatred on the war thingy" And there lays the problem we should NEVER forget the facts...MILLIONS of men, women and children lost their lives because of the heinous acts and wishes of a few who were in charge. The "war thingy" unbelievable! Read some if not all of this www.express.co.uk/news/uk/441602/40-amazing-World-War-facts

[@macklincrewe3570]

MrSiaynoq It wouldn't hurt to forgive and forget for a few hours on Christmas. The cause of WWI or any war has very little to do with the individuals who fought it. It is important to remember that there is a human being on the other side of any conflict. And, although WWI and WWII had much deeper political issues the lesson remains the same ... If we lose our humanity, what is the point of defending it.

[@annrudkin]

Brilliant advert which wonderfully combines the spirit of Christmas with the centenary anniversary of WW1. Well done to Sainsbury's and the Royal British Legion and I hope the profit from the sale of the special chocolate bar makes loads of money for the RBL. If we had a Sainsbury's here in Spain I would certainly make the chocolate bar my number one stocking filler.

[@davidmaclean8814]

What a beautiful thought, peace at Christmas. Can't imagine what those poor beggars went through during the winters on the Western Front. My grandfather, Archie, was killed at Bullecourt 5/5/1917, body never recovered. Every town & village in Australia felt the loss of their young men in that senseless outrage against humanity. Lest We Forget.

[@moddeydhoobob2403]

Sainsbury's The Best Advert Ever. Absolutely Fantastic!!! Well done to all involved in the making of this piece of film its a credit to all involved and such a poignant subject in this ww1 centenary year.

[@terrycourt123]

The most powerful advert ever made ,so moving bought a tear to my eye.

[@2steelshells]

the critics have a point,but its so well done and our youth know so little about history today,and the sacrifice this generation suffered in their millions they deserve to be remembered positively,good on Sainsbury.

[@nickvanasas5280]

Probably one of the best stories ever.

[@user-zr4wh3lh5v]

Sainsburys nailed this ad 💪

[@cindybranum5026]

That is exactly why I think Christmas is the best because it is about giving and Sharing. The humanity and courage needed to not fight your enemy but put down your gun and have no conflict. Truly the greatest thing

[@utopiaa1250]

Wow what a blessing and honor to have his granddads diary.!!!!! I hope he cherishes it with all his heart as a diary has a great deal of sentimental value !!!!!

[@snuffles888]

sainsburys you just blew everyone out of the water this! its going to be a hard act to follow, just beautiful and and fabulously well done. really truly wonderful.

[@judy7mae]

See this is whats wrong with people. Why can't we just watch an awesome video and take what is good from it and maybe even learn from it. We don't have to analyze, politicize and correct everything. Some things just make you feel good. This is a thing I like to do on a daily basis...FEEL GOOD!. God bless, stay warm/cool and for crying out loud try to feel good about something or someone. Matter of fact try to do something nice for someone today tomorrow and each day. Sorry for the soap box and I'm sure I'll be verbally attacked but it just saddened me after this video made me feel good to read some of the stuff written. Makes me think maybe some people just plan want to be miserable everyday. I think from now on I just won't read the remarks. :-) There is enough bad in the world already 3 minutes of just enjoy felt nice.

[@SuperGingernutz]

Thank you for your lovely comment for being so spot on! I've come over here from another thread connected to the Sainsbury's ad and while there was more praise for the ad than the venomous dislike from those who want to be just wilfully ignorant and nasty who may have bunked off school during history lessons yet pretend they know so much! LOL! A question about the ''football''. I watched the special episode of the Antiques Roadshow on BBC One where there was a soldier who actually brought his football into battle to help morale in his company. Princess Mary, King George V's only daughter and Princess Royal, sent out tins to the soldiers which included, amongst other things, chocolate. Rignan Ledgwidge, the ad's director, is the great nephew of Irish WWI poet, Francis Ledgwidge - if anyone had a valid reason to object to making the ad in the first place because of those very issues that have been spat out about the ad, I'm pretty sure he would not have taken part. My great grandfather was invalided out of WWI because of the gas that was used. Those poor lads, like many others, thought the war would be over by Christmas ... and many millions of other young lads never lived to see another Christmas with their families and friends. My local Sainsbury's sold out of the chocolate bar today (I hoped to buy one for Francis Ledgwidge's grand neice, who lives a few miles away from me) and I hope they'll restock it soon. Anyway, it is not the first time that WWI has been the subject of (mostly humorous ads) down the years ... AND WWII, for that matter! It's funny that during WWII, chocolate was a much sought-after item as nylon stockings and bananas! Therefore, Sainsbury's idea to raise money for the RBL by selling a chocolate bar is pure genius ... because anyone who is still alive that can remember WWII might talk about the role chocolate played in raising morale.

[@aladore1380]

The most beautiful Christmas commerical of all time.

[@nanette6175]

Quand les hommes oublient qu’ils sont ennemis pour n’être plus que des hommes réunis par le même sentiment d’amour. C'est juste magnifique.

[@ecd42red]

Well done Sainsbury!! It indeed shows the joy in the spirit of giving.

[@AlisonAffeltranger]

Beautiful message- especially for us today. Thank you for sharing it! Merry Christmas everyone and may God bless us all!

[@IrlandesLatino]

Great Job Sainbury's. A got a tear in my eye with your beautiful ad. It's about time that we remember those anonymous heroes who died in that war....

[@debbiedezwaan1563]

This a a beautiful tribute to something that actually happened. Remember that mot of the solders were very young and far from home. Whether it makes people want to shop at Sainsbury's or not is a personal choice. The fact that it was made with the Legion should tell us all that it's based on facts, so stop criticizing and appreciate what they did for all of us.

[@therealdavidboyd]

What an incredible story! Love this. Song choices are perfect, Silent Night and Leaning on the Everlasting Arms.

[@markmorris7306]

It's a great ad. Regardless of the company involved, it invokes a lot of though and feeling and ultimately highlights the humanity that people showed during one of the most horrific times ever witnessed. It could have been any company that released this. I for one shop at a specific supermarket and however much I like this advert, I will not be changing 'my' supermarket because of this. It's simply an advert that tugs the heart strings.

[@mrain1pcdworks]

Jez, what cynics we have become. Why can't we take this as simply a way of saying that the true spirit of Christmas can have a beautiful effect on us even in the worst of circumstances. Yes, Sainbury's could have donated money to the Royal Legion or the Salvation Army or whomever, but a message about the impact of love of God is something that we all should cherish. Thank you, Sainbury's for a beautiful message. Frankly, as an American, I wish Walmart had 1/10 of the sensitivity that this ad shows.

[@nyldek]

beautiful! thank you for making this, making a shining part of history real once more

[@daviddoughty6621]

What a wonderful moving story that shows the sadness of war but the humanity that was still shared by some of those very young men on both sides. My family lost a young man Albert Percy Doughty and I shed a tear each year for him even though I never met him. They were all just very young innocent boys sent to their death. Lest We Forget

[@purplesnowdotcom]

A brilliant commercial, thank you kindly and God bless

[@pamelabailey6770]

This was a beautiful rendering of the real meaning of Christmas "Peace and Sharing". It's to bad we can't look for this to happen again. It was beautifully done and would lead me to Sainsbury if I lived in the UK.

[@wendyblanchard6094]

Thank you Sainsburys for a beautiful sensitive ad , top of the tree for me , Love it and your products, my number one supermarket .

[@stevefyke8929]

I live in Kansas City MO. We have one of the few WW I museums in the country. I never have bothered to take the time to visit it until this summer. It is a very thorough museum covering every aspect of the war. They made a mention of this event and put it at over 80% accurate that it DID happen in some form. It was a horrible war and I mean horrible. To all of those that have gone to war or (as it is going), will go to war in the future. When and if the opportunity presents itself, hope you can look inside and dare to trust. As those men did for a time so long ago. I thank the company who took the time to put it out there, and I really don't care WHY they did it, or if they make a nickel off of it. I just want to say "Thank You" for reminding us of of our humanity as this seems to have moved an awful lot of us. So to everyone as we come upon the holidays, I don't care if we agree, I just want to take a second to say "God Bless" to you and your loved ones....we can fight another day.

[@Cygone1]

It's a truly beautiful and emotional remembrance. Thank you Sainsbury's for sponsoring it. With all of the crap going on in the world right now, can't we just take a moment without being cynical of the motives. As an American Vietnam Vet who spent Christmas 1967 over there, I remember the small things and gifts from home that made it bearable. I would think that those who oppose this have never shared a canteen of water with an enemy combatant or sang Silent Night from a bunker!

[@aborgergreco]

I wish we remembered that we are all the same more often! Thank you for this. Great ad!

[@benprideaux8281]

Superb, thank you so much for this.

[@AllieCat1994]

We seem to forget that they were just men both fighting for what the thought was right. The fact that something like this happened in some parts shows what holiday means to some people. It's about love, support, and compassion.

[@pidxxx]

By far THE BEST Christmas Advert EVER made, when 2 countries are at war and both sides come together on Christmas Day in a sign of peace. This extract comes from the poem A Soldier Died Today but Lawrence Vaincourt, “For when countries are in conflict, then we find the soldier's part Is to clean up all the troubles that the politicians start”. When you read the poem and especially the part above, you couple that with the Christmas Day Truce and then imagine what Man can achieve without so called politicians and leaders of the world who are suppose to be educate people. May God bless each and every person that’s died in war whilst we left behind that enjoy the freedom that such a high price was paid for continue to remember them. At The Going Down Of The Sun And In The Morning WE WILL REMEMBER THEM.

[@christoo3489]

My Grand-Uncle, an American who volunteered to fight with the Canadians participated in such an event in 1914. He kept most of it to himself, saying only that it was the one thing that reminded him that Propaganda and Truth do not walk hand in hand. His most vivid memories of the event were the summary Courts Martial and Execution of those who were deemed to be responsible for the "insurection" against established authority and the King.... He was wounded the following month, and sent home due to the lack of an arm.

[@Pipsicle330]

Fabulous ad. Well done.

[@goodasgold2601]

Lovely story...I did not know about it. As I watched I thought that so many ordinary citizens would just get along if it were not for "those in power" who dictate what direction the world will take. Reading some of these posts I can see why war will never be over & done with mankind...there is too much anger and angst living in some people. Being kind and respectful in action and language is something that is lost on many folks. I think because of shame of some sort in their own lives. Anyway, Merry Christmas to all and peace and goodwill toward men.

[@mrbox5526]

Happy Christmas to you too :) Well I am from Germany and we all like this story because it shows that we... the germans ... are not always the bad, horible monsters from the movies ..... So I am thankfull that you have seen this Story and maybe now you and many other people wanna think a little bit better about us germans .... well not everybody hates us or think bad about us but there are much people who don`t understod or dont wanna understod that there was a time of peace ...... We the germans .... many generations after the war must also carry the consequences from the two wars .... but why ... we never fight in a war ... we arent the ones who started a war .... we are only parents and teenagers who lives in germany .... we wanna be accepted as normal peoples and dont wanna be bring in contact with the Nazis ...... But I think you are not such a people so happy christmas and a happy new year :) PS: sry for the bad grammar and maybe some wrong words ;D

[@1932heather]

Mr Box Thanks for your post. I agree with you. I believe we all live in a different world now. Much different than in 1914 or 1939. And, don't worry, I admire your English language abilities...much better than my German.;-) Dank.

[@candacecampbell2854]

Mr Box It is heartening to know the younger generation wants peace. All people need to be very mindful of the evil nature often of leadership who seduce with words and take them down a road of horror. It is better to live simply and with respect for each other. Watch who you choose to follow.

[@scottc4716]

We love you Germans in Canada come to visit sometime and see for yourself, you will always be welcome here!

[@julietetlours]

I love this guys! Well done!

[@Ad_Astra2023]

Love this advert, so heartwarming

[@hamburgerdan1963]

Thank you for sharing this with the world

[@lokiskone]

I heard about this in the 1960’s from my ex-father-in-law who was one of those young men on the lines, a 19 year old serving with the Canadian Expeditionary Forces. Someone started singing a Christmas carol and little by little other voices joined in, and gradually the men met between the two lines to share cigarettes, stories and photos of their loved ones. He told me that they were all just a bunch of scared and lonely young men, cold and tired, wishing they were home with their families and loved ones for the holidays instead of in cold, damp trenches and foxholes fighting another man’s war. Early in the morning of December 26, a rifle shot ended the truce and the war was on again…I loved the story, but found it hard to believe that a war could end for one day. Many years later this story was verified, an amazing day and night in a horrible time.

[@elizabethmurphy6139]

Best, most authentic Sainsbury ad ever.

[@xanderuk2]

Well done to all involved. Stunning piece of film making. I remember my history teacher telling me about these events in school, including the football match! :)

[@stephenlargue6289]

Agreed, absolutely fantastic!

[@norjagurung5964]

Thanks again

[@norjagurung5964]

The only one

[@norjagurung5964]

Thank again 8

[@justwilly6778]

Reading some of the negative comments here - I weep for our veterans on both sides of the conflict because they'd all be standing together, (My grandfathers Bill, Ted - Royal Navy and my cousin's grandfather Heinz - German Army included) asking 'what in God's name are you bitches whining about? take life for granted much?' Everyone here should make a point of standing at the next remembrance ceremony and learning to pause and think instead of yapping your ignorant mouths.

[@richjasso]

Exactly. Well said. As an American I can only respect and admire an ad that doesn't try to sell you a Lexus with a red ribbon on the roof for Christmas. The ad,unashamedly,brought an f'n' tear to my eye...maybe both.

[@MoiraRussell]

oh man this fucked me up worse than the ad itself, which always makes me SOB. Good job, Sainsbury's, this is great.

[@lauriegrace2318]

I shared this commercial with my Fifth and sixth graders. What a wonderful way to show them a bit of history. I used it with a book Christmas In the Trenches and the song by Celtic Thunder Christmas 1915.

[@joeteceno3190]

Very soulful and inspiring.

[@ewilke86]

I loved the music in the opening parts of the truce. The text to the tune is "What a fellowship, what a joy divine? Leaning on the Everlasting Arms" Truly even in times of war and strife, such as today, those Everlasting Arms remain and will always be there, regardless of man's plights.

[@motionbrickstudios.]

I just love that ad so much

[@doom0101]

I watched this 4 years ago and I’m watching it it brings tears to my eyes

[@DanJak]

Love the story behind your new tv ad

[@loishenrickson3648]

This story is told wonderfully in a song by John McCutcheon: "Christmas in the Trenches". I have performed it almost every Christmas Eve at Unity in Mlls River (NC) for more years than I remember, and it always brings a tear to my eye and to those of the congregation..

[@welcome2mytruth]

Our generation simply can't and won't understand the brutally of this war. I love how the advert captures the tension. We should never forget all those who gave their lives.

[@Garry_Combine]

jigglybean not all, my kids and grandkids both understand.

[@pappajens6217]

Omg why can't I stope crying?!' This is so amazing and beautiful

[@dscottsw1]

This was awesome. Totally made me cry.

[@jencollazo4452]

This is so heart-warming

[@hettyscetty9785]

In times of peace never forget the possibility of war, in times war never forget compassion. Said by a cartoon rat, but never the less very fitting. This advert is truly a work of art.

[@jamesharman8103]

Amazing Video, excellent film making..

[@sciencenerd8879]

Who knew history could be so interesting? Makes me feel all the feels.

[@IWCanadaTV]

Beautiful video. Thank you.

[@TheWolfcub1970]

Even over a month later it still brings a tear to my eye .

[@charlesguinan5095]

Heartwarming.....God Bless Us All

[@rondavalli1915]

Full credit to Sainsbury's for being so thorough in researching for this ad.

[@solara59]

A splendid video. Subtle but strong message.

[@PrincessLeia39]

I'm really very sorry and feel sad due to comments that I see bellow this video. Everyone want to see and talk about political problems, about sides, nationality, blame or about advertisement, about commercial matters. Most of you looking the reasons to fight, to discuss for every cost. I just can't understand why... I don't see Germans or British. I see people. Young people who had to kill each other and they decided to love each other on Christmas day. I don't see advertisment. I see message to us to remember. To remember to these boys and men no matter which nationality. I have to admit, I cried when I was looking at it. Because I'm so full of emotions and empathy and maybe yes, I am sentimental. But I'm glad I have a heart which I feel so strong. But you wanna destroy every nice thought and intention. I know it's advertisment. But so what? It's on us how we look at this video. We are the viewers and it's us who has the choice how manage this message. If we let it to manipulate with us to buy more things in Sainsbury. If we use this video like reason to fight just for the feel "I'm so clever", "I'm so rational" or... we can just stop and contemplate. To remember the brave people to whom it is dedicated and take notice about the message of the spirit of Christmas... It's on us how to look at the world.

[@shiftycanuck1]

Thank you PrincessLeia39 you understand the point of the video. It just goes over the heads of average idiots who are more concerned with arguing and fighting.

[@CraigAddy]

Beautifully said. The cynicism, distrust, and righteousness you are seeing in the comments IS the source of war.

[@PrincessLeia39]

Thank you for your support, both of you, and I'm very happy there are people who understand.

[@ATrueCanadianBeaver]

it's like the say goes, soldiers do not start war (why would they since they would be the ones at the front line?). Through the history of mankind, only those in power such as kings, emperors, politicians etc. they just used the soldiers to die for their causes...

[@funnyanimalshorts643]

it is said that people look at the world through lenses tainted with their opinions, but I think people really look at the world with lenses that are mirrors. How we see ourselves is how we see others.

[@beckythorpe7455]

What a wonderful for the season!

[@roberttbell]

Well done! Thank you!

[@aleramone23]

Everytime i see this it makes me cry like a kid.

[@RM-lj8bv]

Wonderful especially in this anniversary year.

[@kniespel6243]

In all history and also in ww1 and ww2 ,soldiers paid the last price because of politicians. But sometimes ,they decided when and how.

[@gutless3534]

as someone that was told this story in school as a kid, the ad made me burst into tears when i first saw it, and it still does now that im 18

[@mcculloch29]

I don't have a Sainsbury's near me and I don't shop online, so this won't influence my shopping behaviour. I do admire Sainsbury's for stepping up and making this, taking the time to make the original ad as well. What this does is bring the well-known events of Christmas 1914 to a still wider audience who just might take the time to think what it meant. And if they didn't buy a poppy this year, perhaps they will stop and buy a bar of chocolate instead, with proceeds to the Royal British Legion. Sure, Sainsbury's will make a profit, but it's about raising awareness as well.

[@ronedwards45]

as it should be well done Sainsbury , lets support the royal British Legion all year . a very Merry Christmas to you all

[@mcphisto85]

That just means that on Christmas we have to love even the French.

[@Brumpfa]

only at christmas :-D

[@jeffsautin2520]

And vice versa, which is not a risquée expression, no matter what the caricature of the French lovers have carried over centuries of Entente Cordiale... We love you too !

[@WolfmanSonic]

mcphisto85 not the French since the were so mad at the Germans for taking some of there Territory they didn’t stop and keep on trying to kill them even the woman that was there as well on the field healers spited on any German soldiers

[@SacredradianceNet]

What I liked about this ad was the message of shared humanity - isn't that the only thing that really matters? That the differences between us humans are really just cosmetic, what we share in common is fundamental. It is our mind that creates difference, but the essence of our hearts and our longing has no frontiers and no borders.