How Sainsbury's changed the game at Christmas
Sophie LewisAMV BBDO
"This year's Christmas adverts aren't adverts, they're 'events'. Ghastly events…The John Lewis commercial doesn't make me cry. It's just an advert for a shop."
Charlie Brooker, The Guardian, Christmas 2011
The communications battle at Christmas traditionally starts in early November and is focused around the big retailers launching their sixty second bonanza film, featuring as much glitter, celebrity and emotion as they can all muster. We then wait with baited breath for journalists and commentators, such as Charlie Brooker, to offer their views, and then we all get on...