A little girl commandeers the store PA system to put a question to Sainsbury's about Santa. Her audience awaits a tricky existential enquiry about the big man, but it's not that... she just wants to know what he will eat for his Christmas dinner. This leads to speculation from the store's staff (and, judging by the charmingly guileless performances, some of those wearing the maroon uniforms really do work at Sainsbury's) about the food choices of the man in the red suit.
This generates an opportunity to showcase some of the festive favourites available at Orange Supermarket this year, as well as a cameo for 1980s star Rick Astley, who happens to be doing his Christmas food shop just as Sainsbury's staff are addressing this important issue. Santa himself contributes to the debate, and we learn that, controversially, the big fella isn't a fan of mince pies.
All the action is accompanied by Pop Looks Bach, a jaunty piece of music which was used for years by the BBC as the theme music for Ski Sunday... and it is a slightly odd choice.
The collective gasp at the beginning, followed by a deflating Santa balloon prove, alongside the little girl's sweet performance, to be the highlights, but the whole thing is nicely put together and represents solid first effort for New Commercial Arts after winning Sainsbury's business earlier this year.
Product Category: Supermarkets