Sainsbury's Christmas spot this year features entertainer of the moment James Corden -- or, at least, his voice, set to a delightful animated tale of a stressed-out dad who finds a way to spend more time with his family during the holidays.
The spot, by AMV BBDO, is titled "The Greatest Gift," is rendered in stop-frame animation by Passion Animation Studios and directed by Sam Fell, director of "Flushed Away" and "ParaNorman." As Corden sings along to "The Greatest Gift For Christmas Is Me," (composed by Bret McKenzie, a comedian, musician and producer who won the 2012 Oscar for best original song in "The Muppets") we see the humorous story of Dave, a hardworking toy factory worker who's stressed out by preparation for the holidays, unfold.
What with commuting, dire office parties and gift-buying, Dave doesn't have much time to spend with his kids -- until he finds an ingenious way to clone himself into different replicas. If that all sounds a little sci-fi, don't worry -- it's utterly charming and done with a light and humorous touch that will appeal to parents and kids alike.
Over 180 people worked on the production of the film, which is the final campaign by AMV BBDO for Sainsbury's. The account moves to W&K London in January after 40 years. Previous Sainsbury's holiday campaigns include 2015's "Mog's Christmas" and 2014's tribute to the First World War.