Sainsbury’s 2018 Christmas ad sees eight-year-old ‘star’ give tear-jerking performance of classic 90s song
Festive spectacle was directed by The Greatest Showman’s Michael Gracey
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Sainsbury’s has decided to tug on the nation’s heartstrings with its annual Christmas advert, which sees the debut of a child prodigy performing a stellar rendition of the New Radicals’ beloved hit, “You Get What You Give”.
Dubbed “The Big Night”, the supermarket’s festive film depicts a school nativity play and stars 60 children from across the country, including eight-year-old Tia Isaac, who is, quite literally, the star of the show.
The ad sees a very young cast dress up as all sorts of quirky characters, from a drummer wearing a turkey costume to a boy named Harrison, who is dressed as a plug.
At the beginning, we see Isaac, who is wearing a star costume, approach the microphone on her own in front of a large audience; as she scans the room for her mother, it becomes clear that she is very nervous.
But after just a few notes and an encouraging nod from mum, the young star’s nerves quickly dissipate and she rises to the occasion, stunning the audience with her powerful vocals.
The curtain lifts behind her and she is soon joined by a whole host of weird and wonderful nativity personalities, with children as young as six dressed as baubles, presents and fairy lights.
There’s even a nativity camel in the mix for good measure.
Isaac, who makes her TV debut in the ad, gives an incredible performance, which is bound to kickstart a professional career in the entertainment industry.
One of the film’s highlights is when we see Harrison Wilmot fulfil his role as a plug, by leaping into a socket with the help of a mini trampoline.
The audience is made up of actors and parents of the children taking part.
Directed by the acclaimed director of The Greatest Showman, Michael Gracey, the advert captures the fun, and sometimes theatrical, spirit of the holiday season under the tagline “we give all we’ve got for the ones we love”.
“We set out to craft an ad that embodies the joy and imagination of the festive season,” says Gracey.
“We hope it’s a message that resonates with people from all walks of life this Christmas.”
Laura Boothby, head of broadcast marketing at Sainsbury’s, explains how the nativity context was tantamount to evoking the passion, emotion and excitement that characterises this time of year.
“The school show is a flagship Christmas moment for many: the evenings spent frantically learning lines, the inventive costumes – the whole family truly plays a part.
“This made it the perfect setting to bring our Christmas message to life – watching little ones give all they’ve got, for their loved ones watching on.”
The advert was created by the agency Wieden+Kennedy and will makes its TV debut on Monday evening during Coronation Street on ITV.
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