Sainsbury’s reveals Christmas advert reminding families to savour time together “at last”

SAINSBURY'S has revealed its Christmas advert for 2021 and it reminds families to savour every moment of being together again on the big day.

The TV ad, which debuts during ITV drama Angela Black on Sunday night, opens with Etta James singing the well known song "At Last".

Sainsbury's celebration of this year's restriction-free Christmas follows last year's lockdown which saw millions of families separated because of the coronavirus pandemic.

The supermarket's new 60 second advert features a family get together on December 25 - from popping champagne corks and singing carols to pulling crackers and playing charades.

But the whole thing is in slow motion and the camera pans through "savouring" each of these moments.

It also pauses on a shot of gravy being poured at the dinner table in a throwback to last year's advert.

Gravy featured at the heart of one of Sainsbury's tear-jerking Christmas adverts in 2020.

A daughter separated from her father tells him over the phone in a voice message: "Your gravy is good to be fair and...I just really want to be home for it."

This year's advert ends with Stephen Fry saying "It's been a long time coming... so let's make it a Christmas to savour".

Radha Davies, Sainsbury's director of brand communications and creative, said the supermarket decided to "focus on savouring every moment" with this year’s ad.

"With so many of us unable to spend Christmas with our loved one’s last year we, along with the nation, are really excited to fully celebrate Christmas once more.

One of the true highlights of the festive season is the much-anticipated Christmas dinner.

"Whilst the food is important, it’s also about what that meal represents, spending quality time with loved ones, catching up, enjoying a delicious meal and above all, having fun together.

“We really hope everyone truly gets to enjoy themselves this year and can make it one to remember.”

Before Covid Sainsbury's advert told the story of how Santa started out as a chimney sweep.

Its 2018 advert featured a super cute eight-year-old in her school's festive play.

Meanwhile Viewers say Aldi’s ‘hilarious’ Christmas ad is ‘best one ever’ – and even beats John Lewis.

The posh department store has created a heart-warming advert about the magic of experiencing Christmas for the first time.

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