A story set in the story by British author Roald Dahl, “The Great Gentle Giant,” is what we can see this year in the christmas advertisement from Sainsbury’s.
BFG is the name of the protagonist and in this story he helps a Sainsbury’s saleswoman prepare Christmas meals in all the houses.

Under the title of “Sainsbury’s BIG Christmas”the campaign has been created by the New Commercial Arts agency. The piece shows the seven meter giant tall with huge ears in his cave, a magical mess full of jars of dreams before setting off to help Sophie, a Sainsbury’s worker.

According to Ian Heartfield, CCO and Partner at New Commercial Arts, “The campaign reflects the big friendly giant meeting the friendly shop assistant: two symbols of the nation that will bring the magic of Christmas to homes.”

Technical sheet

• Agency: New Commercial Arts
• CCO: Ian Heartfield
• Creative Directors: Dan Bailey, Brad Woolf
• Director: Sam Brown
• Production company: Rogue Films
• Post-production: Electric Theater Collective
• Creative Directors: Michael Chapman, Simon French
• Visual Effects Supervisor: Simon French