The making of 1914 | Christmas Ad | Sainsbury's

Our Christmas TV ad was inspired by an extraordinary event of the First World War: the Christmas Truce of 1914.
This year marks the centenary of the outbreak of WW1, and it also marks the 20th anniversary of Sainsbury’s partnership with The Royal British Legion.
We worked very closely with The Royal British Legion throughout and will be selling the vintage chocolate bar featured in our Christmas ad, with all profits (50p per bar) going to The Royal British Legion.
You can buy the bar in your local Sainsbury’s up until Christmas, while stocks last.
Watch our Christmas ad • 1914 | Sainsbury's Ad ...
Watch a documentary on the story behind our ad • The story behind 1914 ...
To find out more about the ad: www.inspiration.sainsburys-live-well-for-less.co.uk/about-our-christmas-tv-ad/

[@BikiniStrings]

Never has a TV advert brought tears to my eyes... amazing

[@michaelbarnard9638]

You're not alone.

[@MrHetchins]

cried like a baby

[@johnkervinraymundo9721]

And I cant Stop my Tears... T_T

[@thema1998]

@JamButterHoney I can't remember what Thai ad that I watched 2-3 years ago but it made me emotional.

[@ansamahmad7375]

Me too this hits different cause it’s a true story, in 1914 world war 1 there’s a movie they made for it it’s called Joyeux Noel you can watch it on a free app called Crackle

[@johnryder1713]

1915 on Christmas Day On the western front the guns all died away And lying in the mud on bags of sand We heard a German sing from no man's land He had tenor voice so pure and true The words were strange but every note we knew Soaring or the living dead and dammed The German sang of peace from no man's land They left their trenches and we left ours Beneath tin hats smiles bloomed like wild flowers With photos, cigarettes, and pots of wine We built a soldier's truce on the front line Their singer was a lad of twenty one We begged another song before the dawn And sitting in the mud and blood and fear He sang again the song all longed to hear Silent night, no cannons roar A King is born of peace for evermore All's calm, all's bright All brothers hand in hand In 19 and 15 in no man's land And in the morning all the guns boomed in the rain And we killed them and they killed us again With Bullet, Bomb, Bayonet, Gas, and Flame, And neither we nor they at all to blame. There was heavy fighting right throughout the day, for one nights peace we Bloodily did pay. At night they charged we fought them hand to hand And I killed the boy that sang in no man's land Silent night no cannons roar A King is born of peace for evermore All's calm, all's bright All brothers hand in hand And that young soldier sings And the song of peace still rings Though the captains and all the kings Built no man's land Sleep in heavenly peace

[@CharlesRaysen]

They are canadians

[@johnryder1713]

@@CharlesRaysen It was many nationalities God help them in such a terrible time

[@inahaystack]

Got goose bumps when they all started singing ..

[@Korgvex]

Nina Davies Cool

[@thema1998]

@* nie * I don't know why but the ending is the part that has gotten to me twice.

[@Winter18Wonderland]

Probably the best Christmas advert I have ever seen. Most companies boast about presents and food, Not this. The true meaning. So much love and respect for this advert! Well done Sainsburys.

[@SevenEllen]

I love Jim and Otto so much I wish there could be a short movie about them surviving the war and becoming friends somehow.

[@kestrelthesoldier]

This reply is very late, but I would also love that. It's remarkable how just a short interaction can feel so meaningful.

[@cocopups5334]

same here

[@mikemuller791]

The only Christmas ad i didn't mind seeing this early in the year. Great ad for an astonishing event during a time of war.

[@eddiehenkle7115]

Just found out about this ad yesterday and I just want to say thank you for making it. It's my favorite Christmas commercial and always will be.

[@xelakram]

This ad was absolutely wonderful. The best Christmas advert ever! It brings tears to my eyes each and every time I watch it. In fact, even thinking about the ad can move me to tears! No advertisement has ever had such an effect on me before, or since. Truly spellbindingly wonderful!

[@jjss1231]

What a moving advert. It bought a tear to me eye. Truly superb. Jack Stephens

[@marcus2249]

Same here, same here..

[@Stingkevlar]

After several years this Christmas advert is the ultimate bench mark for all Christmas adverts. It has never been surpassed.

[@user-yl9wg6mx9h]

I love this ad, which comes in the 100th centenary of the beginning of WW1 and covers the true meaning of Christmas all in one. Fantastically made I have to say. I am angry and sad that I read today that the advertising standards people have had 240 complaints about the ad. All I can say is that far from being disrespectful and a cynical way of promoting a supermarket, this ad is moving and poignant. I think some people just like complaining and have TOTALLY missed the point here, particularly as this supports the British Legion and 100% of profits around this will go to them. Well done Sainsbury's, this time you really have got one over the others! (Although that's not the real point here).

[@9t9t3]

Why attach the Sainsbury's logo to it then if all proceeds go to the British Legion, as amazing as it is, it is an ADVERT! it's purpose is to sell goods. I think you have TOTALLY missed the point.

[@thedisabledwelshman9266]

i know you made that comment nine yrs ago but i have to respond. some people today are just clueless and ignorant and as you said nine yrs ago very very disrespectable. i couldnt agree with you more. merry christmas and a happy new yr to u and your family.

[@SulliMike23]

Even though I'm an American and have probably never tasted your chocolate in my life, I can clearly see the message this commercial is displaying. The First World War was, without a doubt, one of the most horrible wars to have ever happened in the history of mankind because of how far it escalated. When you really think about it, there was really no reason for the war to continue the way it did. By the end of the second year of the war, everybody pretty much forgot why they were fighting and never asked why they were fighting. Even America's involvement in the war was questionable since many in America believed that we should've stayed out of the war; some even condemned the volunteers that went overseas to fight for the Allies. That's not to say that there weren't sympathizers for both sides of the war. Either way, I am glad you guys made this commercial to commemorate the 100th anniversary of the Christmas Truce; it's like it said in the end, Christmas is about sharing.

[@ebrimaconteh5756]

0q

[@thema1998]

@Pia houseman Xx World War I (a.k.a. The Great War) was one of the worst though.

[@mspvideosandmore3614]

I'm speechless... So heart-warming

[@nicolelawless3199]

Also 2014 was my Nana’s final Christmas

[@nicolelawless3199]

And she died in 2016

[@oilburner225]

My Grandfather served in WW1 and as a child I always wanted to hear about, among the tales he told me was that they did actually play football with the Germans on Christmas day. So this ad means a lot to me, I find it very emotional. He passed away in 1966.

[@hiryuusanzo6308]

He would've been happy to watch this

[@haighton18]

To Elvis and all the other trolls. Just for once, go away - shut up - quieten down. To all the other PC haters - stop and think - get off your high horse. This tells the truth of event happened in real life. Around 100 years ago. I was talking at work today after watching the advert and many of my younger colleagues had no idea this was based on an actual real life event - how sad is that?. This isn't about a supermarket boosting sales of chocolate, although I'd be the first to admit it is nothing but good publicity for them. Its about the respect and thanks that you and I should have for our past generations, and has been dragged back into our minds just before Christmas - 100 years later. Near enough every person watching this ad today can thank one of their own ancestors - their own family - for the sacrifice they gave in WW1 and WW2. Enough said.

[@TheDriftdog]

Well said! Your words are just as poignant as the advert. Total hypocrisy from people who have bought McCartney's pipes of peace song, Blackadder box sets etc. why is it ok for them to profit from this subject but not for Sainsburys to try and raise funds for the Brittish Legion? Feel so sad for people that bitter. Merry Christmas cyber friends, I hope you all have a great time with friends and loved ones.

[@voiskumbeaver3285]

"I like this advert so everyone who doesn't has to shut up" yeah you're right. more than enough said.

[@mkellymars7769]

voiskumbeaver yeah I really like is to (it made my aunt cry)!

[@voiskumbeaver3285]

My aunt said it was an exploitative, opportunistic barrel of crap but it takes all sorts, eh?

[@justliam2768]

voiskumbeaver good job no one gives a toss what your aunt thinks.

[@Sajomis]

I am probably going to get some hazing for this, BUT this is huge. I loved this video and I don't care who knows this. I am not afraid to show emotion, and I don't cry very often I have to be in either severe pain or I just cant handle any more stress at the moment. I cried and this was really well put together. I also did not know anything of the Christmas Truce: Perhaps its because I am American, or perhaps I just wasn't paying close enough attention during Global History class, but to know that 2 men can decide that they wont stand for the fighting on this day, and reach a truce even for less than a day and be friends. Then what the hell is wrong with the rest of the world. I don't care if its across the pond as Bob says, I have friends in the UK also and I will be sending him money to pay for it for me. I support my own troops, yes, but it's not about the troops for me, its about humanity being what we need to be. Thank you for reading my little message. Enjoy your holidays everyone, regardless of race, creed, color, or background. Merry Christmas, and Happy New Year!

[@ruthpotratz6389]

Very well put. Thank you from a Brit in the States!

[@MiBones]

Not sure if one or both sides were moved to another front, after Christmas, because no one wanted to shoot at each other. The power of shared beliefs.

[@sonofcy]

MiBones I think that after this is when "Fraternising With the Enemy" became a Courts Martial Offence. The staff officers were horrified. No wonder the men hated them.

[@barrycracknell2944]

Dave Bird Lovely message Dave and well understood. I have great friends in Midlothian, Virginia and sent them these bars of chocolate for Christmas 2014. Happy Christmas for 2018 from London.

[@janehalsall3930]

Lovely message merry Christmas David bird from liverpool england 👍2021

[@kelliejacko]

Far better than a advert a true lesson.. thank you sainsburys for making what has to be the greatest ad EVER!!

[@wattck]

Very well done indeed. Keeping "Sainsburys" discreet speaks volumes. So much attention to detail. Perhaps the best Christmas Ad ever made. Thanks.

[@lorrainelock5975]

My granddad was there. The Christmas Truce 1914 Royal Scot Fusiliers. Several years ago when it was the Centenary Fox in New York approached me they were making a documentary Rise as One for Budweiser- the angle was how football bring nations together. The venue I went to with my pictures of my granddad in the Trench Ypres - was 33 Portland Place where they filmed The Kings Speech. One of the proudest moments in my life airing my granddads story. The second most proudest was when I requested and had my grand uncle’s name read out at the Roll-Call at the Tower of London - he fell at the Somme aged 30 leaving a pregnant wife and two babies - as I stood their with my grandsons so so proud to hear his name echo among the China poppies. His buried at Healy Station Albert France ... love and respect - lest we forget ...

[@jamesengland2772]

The best Christmas advert ever. Please please use this message of peace . My grandfather was in the Kings Own Scottish Bordere's . We few , we happy few , We band of brothers. Love you granddad.xx

[@kathleenvaughan1992]

I have known of the Christmas Truce of 1914 for a long time, but have never seen it dramatized. Thank you for sharing with us an event which celebrates the humanity of all of us.

[@kirayramos331]

As a soldier I know what it means to be far from your loved ones on such a special day....this is not a commercial its a true story....

[@olentangy74]

I’m American, and I love this. It popped up on the recommended list two years ago, and it brought tears to my eyes. I have shared this on my social media account to many friends. I don’t know what they thought of it but I love it.

[@pammidge]

This is the best Christmas advert i have ever seen, it brought tears to my eyes.The true message of Christmas. Well done Sainsbury's

[@ursulaP1]

Absolutely Heart breaking, truly the best TV Christmas add ever made.

[@TheKatymama]

It takes a lot to make me feel Christmassy in November! And I love how the proceeds from the Chocolate are going to the Royal British Legion. Very fitting tribute in this centenary year. Well done Sainsburys!

[@davegibbs6619]

Got to be the best ad this year and not just because the ones I've seen so far are so irritating. Full respect to Sainburry's and well done Taff for getting them to make it right. We shall remember

[@amandanutt8163]

My Grandad was born in 1898, he was a miner. He went to fight, even though he didnt have to. (Miners were exempt) but he still went. he was 16.

[@alayavinjana]

The ad's commentary essentially underlines how the foot soldiers were fighting a war for their own government's equally imperial ambitions - and how their humanity showed through the idiocy of the politicians and bureaucrats well behind the lines. There is a full length feature movie concerning the same topic, "Joyeux Noel", that demonstrates the same idea of common humanity caught up in the machinations of the politicians, oligarchs, and militarists.

[@euanlivingston2494]

After 100 years this mini epic shows real humanity and will raise money for today's real life heroes. There is good in this world. All credit to Sainsbury's and the British Legion for being brave enough to do something different to fund essential work for today. Buying the chocolate will bring real benefits to the current reality. So why not?

[@michellepearson-asher3999]

As the granddaughter of an officer who served in this bloody conflict I applaud Sainsbury's for this advert and their long standing partnership with the RBL. There is absolutely nothing wrong with this advert, if anything I feel this brings home the real meaning of Christmas, also a respectful way of remembering those who lost their lives so we can live as we do today. As for all you haters of this advert, I've only one thing to say "GO GET A LIFE"

[@renataostertag6051]

How do we live today in 2020?! Worse than ever before!

[@ash_ketchumwas_my_first_an6817]

Thank you to your grandfather for serving in the war❤️❤️❤️

[@merciasound]

my great grandfather was actually there. i cried for ages after watching this. excellent

[@Denley1526]

Incredibly moving. Well done Sainsburys for making such a wonderful ad. I just had to buy 2 bars of the chocolate last night but only because the money goes to the British Legion! This ad made me think of our lovely Grandfather (Bamp) who got the M.M. in the 1st World War and I wondered if he saw this actual event. He never spoke about the war at all so we will never know.

[@OHSIS]

I have had the pleasure of performing for many Vets of past and current wars, from WWII to present day, and have a great interest in history. I am also a member of the RBL. I am also a worker for a "rival" supermarket. Sainsburys, very well done, a fine advert with a beautiful message.

[@steveedwards3821]

Best add I have ever seen just ignore the people who are saying it's disrespectful i and many other people who actually love England love this add

[@bazinga743]

bigE ProDuctiOns best *ad*

[@aimiecoltelli2622]

The boy at the front at 2:02 in the dark green coat with the helmet with the red writing on it is a lad called Dylan. I used to go to secondary school with him, I also follow him on Twitter. I was shocked when I saw this and recognised him on it. I'm so proud of him.

[@7thepathfinder]

I never tire of watching this...apart from showing the true meaning of Christmas it gives us a chance to remember all those who served and in particular those who never came home and had a chance to make their mark in the world. It shows humanity at its very best, how people, when under immense pressure can pull the iron from the fire and extend the hand of friendship and kindness. Marvellous advert Sainsbury's. It would be nice to see it every year to remind us of how lucky we are today to live in freedom and what it took to achieve it. Lest we forget.

[@SolitudeSometimesIs]

So very moving. Can't help but shed a few tears.

[@Toebex]

I love this BTS video, really shows the effort that goes into making something as amazing as this

[@ScarisGargoyle121]

The true meaning of Christmas I remember learning about this on blue peter this is one and that I won't skip

[@lorrainelivingstone3283]

The best Christmas advert ever ,its what Christmas is about family sharing the true meaning it blows all the other adverts away .

[@wildkatarn7141]

This could have been such a manipulative sells pitch for selling a chocolate bar... But I will watch this EVERY YEAR to remind myself of the indomitable spirit of mankind and their ability to see past the hatred, anger and warmongering that goes on around us. On that day, over 100 years ago, hundreds of young men sang their hearts out in the cold, their feet frozen in the mud, their poor hearts breaking for being away from their families in the name of protecting their homes...and wonder in amazement when their EMEMIES began singing a song they all knew. A song of rest, peace and healing for a broken world torn apart in the name of vice, greed, the lust of power and pride... Whether they sang "Silent Night" or "Stille Nacht" in their foxholes, the message was clear: here, there was peace, good will and love to a world so desperately in need of it all! Thank you, Sainsbury. That was BEAUTIFUL.

[@travel663]

私は日本人です。当たり前ですがキリスト教信者ではありません。故に、クリスマスの文化もありません。ですが、この一つの出来事が人類史においてとても大きな進歩であり、かつ未来永劫語り継がれるべきであることは明白です！私は彼らの精神・行動・勇気を称賛し、日本にもこの出来事を広めていきたいです！そして、文化や人種は違えど、世界の人々は平和を大切にすることにおいては皆わかりあえることも、この動画で教えてくれました！

[@donaldduck7461]

Christians, shouldn’t go to war & very soon Jesus Christ will return after the United Nations ban Christianity. The Bible provides strength for an unbreakable spirit in this evil world. Thank you for your comment, love the Japanese culture & art. This scripture might help John 5: 28, 29

[@rebeccalovatos9787]

Such a beautiful and heart warming advert, feel so touched and I'm privileged and so grateful to these men. God bless you. Great job.

[@meghandavis5327]

Pretty much the only thing that can get me to cry is military things, past or present. This was the most beautiful add I think I have ever seen and now I need chocolate

[@donaldbezzina7708]

This advert is about respect- for those who fought and died for their respective countries and what they believed in. Well done Sainsbury. You really nailed it!

[@jamiemcgeechan984]

Great job, well done, extremely touching, poignant and of course timely. A very well made piece of art full of humanity and of course warmth. Well done to all involved from conception to development and of course to the actors involved.

[@greganderson6371]

Watching this ad and listening to Christmas Truce by Sabaton have become a little Christmas tradition of mine. The Christmas Truce is the most striking example in history of the horror of war and the overwhelming power of hope. There are evil forces at work in this world, and boundless suffering. But some day the sun will shine again, and we’ll greet our fellow man as brothers.

[@samcharo]

RIP Ringan Ledwidge. Always an inspiration!

[@LouieNeira]

Very moving and respectfully done. The true meaning of Christmas is compassion and sacrifice.

[@elliealilyamiagregory375]

I whosd it in school it was good ❤️🎸

[@annsmith2764]

Absolutely fantastic......I am actually crying

[@isabelaa7384]

I've been watching Christmas ads for a very long time, and I can always say that this is my favourite and probably one of the best Xmas ads ever.

[@JeffVader1]

Beautifully shot and a masterpiece in its own right.

[@Zh0ulXDD]

I love the part when they start singing. :)

[@phillipasalisbury7570]

What an honour this must have been for theses guys to remake this important part of history.this melted my heart an had me in tears of joy

[@PadhraicinN]

Well done Sainsburys. Beautifully done. Reminding us of the spirit of Christmas and also remembering those who were not at home for Christmas 100 years ago.

[@Victoria-sm1sj]

This is really cool. Merry Christmas to all the staff at Sainsbury's and thank you for all your help throughout the year 👏

[@stephenmiddleton1767]

This advert is absolutely brilliant, what type of person would give a dislike ?????

[@chelc7862]

I think its a wonderful story, very appropriate for this special year for the British Legion , and a lot closer to the meaning of Christmas than others have chosen. Well done Sainsburys

[@martinblackburn2688]

probably the best Christmas advert ever and with a real true meaning. It also makes you think about family disputes-family members that don't see eye to eye. This advert could actually rebuild family relations. Ill be buying the chocolate bar for definite.

[@happyhoundsinireland]

Best add ever produced.

[@dayzigeorgeson1915]

i cried at the advert.. such respect and taught went into this. thank you

[@pipw]

such a fantastic premise to an advert. really lovely and different to the usual christmas ads :)

[@beerrunner8153]

This is the only commercial I like. I post it every year on my Facebook page.

[@TheBabyflower1983]

So glad I come from Britain ❤️ still love every other country

[@IsabelGarcia-yz4uj]

I really like this moment: 2:48. I think the ad should have been a little bit more longer... Or maybe you could cut some parts to add those little details. Great advertising spot!

[@capttooth]

And a hearty TEXAS greeting wishing you Brits/Germans/French a very warm and merry Christmas. Plus from The Best State in the Union to the other 49 an equally warm and cheery greeting as you celebrate Christmas in your special way. We think that we are the best but in reality we are all quite equal and we do love our neighbors.

[@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

[@bloodymaria6390]

This AD is soooo beautiful!

[@violetbrown1147]

I am not British. But, I would love for my grandson to see and read about mog. No matter what nationality. we all can come together for the holidays. As friends.

[@evoking12345]

truly amazing, thanks for getting this beautiful message across

[@guard843]

I think this took daring to do. It has hit home to me on so many levels. The accuracy, the message, the connection with past and present, and the ability to put out a message that is not selling, not glorifying war, but rather the opposite. Brilliantly done.

[@kirkmorrison6131]

I am old enough to remember kids being taken out of class in the 1960s, their fathers or brothers were MIA or KIA. The ad really touched me as I could place myself there it was so perfect. I knew a few WWI vets American, but I never understood about the Trenches

[@Roger_Stenning]

Talk about getting it smack dab on the nail. You got it right in every respect.

[@ChelseaAllTheWay13]

I think Sainsburys did an excellent job on this project and also timed it very well. Along with donating money to the british legion.

[@marcrodriguez1146]

As a veteran i could really understand the importance and the emotions that would ran through this

[@ashyd19]

Best Christmas advert so far! X

[@arno-luyendijk4798]

I am totlly committed to share this ad next christmas....people, make me remember my promise. This is so powerful and conveys a message for all time.

[@lanemaund5097]

Just fantastic Sainsbury’s 👍

[@MidnightVCoco]

Coming home from christmas eve with my family, I began to think of this and seeing the video. I am still crying

[@ducatiman1309]

WOW !! this was amazing !! A great message of Christmas and Humanity !! - makes me cry everytime !!! - thankyouXXX

[@otunbastelly]

I love the ad,story line and execution. I will be happy if i can be invited to the set of the 2015 advert as a film student, I know I will learn something to help my career.

[@dotandgrahamxxxx4487]

one of the. Best adverts. Unforgettable

[@veramaalouf6787]

Very beautiful. Great idea putting this together. How wonderful

[@jonathancampbell3832]

Great video. Struck a chord with me. Respect to Sainsbury's.

[@butchmeister80]

Will be buying a few bars in support good effort and great ad very moving.

[@trg1408]

I loved the ad, it was beautiful. Made my day!

[@martymcfly3159]

Semplicemente meraviglioso! ❤️😢

[@ghostpiper1]

Amazing !! Well done to Sainsburys. Respect.

[@crakelady]

The best yet. Thank you Sainsburys.

[@marysullivan1815]

Wonderful so thoughtful. Well done Sainsburys

[@markbrooks2159]

Such a moving advert great filming Xmas isn’t about how much you spend it’s precious times with family and friends 👍👍👍👍👍👍

[@jacktheveganactivist]

This is my all time favourite Christmas advert.

[@dellahicks7231]

Amazing advert, as good as some documentaries. I think it is great that they are donating much of the proceeds, to the British Legion. It would be great to have a like campaign here in Canada. I would also love one of those bars, a lovely idea!

[@lauralambert8538]

music is so beautifull too !!

[@kaori1390]

Something I love is that the Poppy symbol of the Royal British Legion happened to be inspired by a soldier-physician who also served in WWI, named Lieutenant-Colonel John McCrae. His war poem, "In Flanders Fields" is sung to this day, and its opening verse, "In Flanders fields the poppies blow/Between the crosses, row on row", inspired the institution of the poppy as the symbol of the Royal British Legion, symbolizing the sacrifices of the fallen. God bless. ❤

[@karenmiles573]

brilliant the best advert so far suree brought a tear to my eyes plus a few x

[@staceylovesjoel]

this is the best christmas advert that i have seen

[@robinsonelec]

Great video, It will definitely will bring a tear to the eye.

[@mennakenndall]

Outstanding!!!!!,wonderful!