russell brand on sainsbury’s christmas ad

Yes, in their 2014 Christmas commercial that re-imagines the 1914 Christmas truce, Sainsbury’s has reduced World War I to nothing more than a branding opportunity to exploit. Which means they’re also exploiting the people who died after this historical event ended and killing resumed. It’s a piece of history they’re trying to rebrand as a Sainsbury’s feel-good moment, and it’s a cheap manipulation, an attempt to transfer some of the mythology of that poignant historical moment to the Sainsbury’s brand. As Russell says, ‘football, love, chocolate — is nothing sacred?’ You can read my original post on Sainsbury’s 2014 Christmas commercial here.

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