FESTIVE FAIL
Sainsbury’s Christmas advert 2017 featuring Kermit the Frog might be the most annoying one yet
The campaign marks a complete change of direction from the supermarket's previous campaigns. We think you'll either love it or hate it
SAINSBURY's has just launched its Christmas advert featuring Kermit the Frog and possibly one of the most annoying songs you'll hear this year.
The supermarket has produced some much-loved Christmas crackers of adverts in recent years.
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Previous campaigns included the adorable Mog the Cat and James Corden singing a song about Dave, a devoted dad who struggled to find the time to get everything done - especially at Christmas.
But if John Lewis' Moz the Monster failed to deliver on the sentimentality usually associated with the retailer's festive campaigns, we predict that Sainsbury's advert is the one that you'll either love or hate.
In a complete change of direction from the Christmas specials of recent years, Sainsbury's new campaign doesn't have a narrative.
The video is called, "Every Bit of Christmas" and instead celebrates the many ways that Brits spend the festive season.
The campaign centres around an upbeat but also quite annoying song, written by lyricist Ben “Doc Brown” Smith and composed by Mikis Michaelide.
And we can guarantee that it will be stuck in your head a long time after the end of the advert (although that's probably the point!).
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The black and white advert features members of the public - all are real people rather than actors - from across the UK.
This includes a couple from London with the husband dressed as a life size turkey, Rollo the singing dog, two Scottish friends singing in a launderette and Boxing Day swimmers in Wales.
It also includes cute and funny cameos from well-known festive favourites, such as Ricky Tomlinson and Kermit the Frog.
Laura Boothby, from Sainsbury’s, said: "Living well has been at the heart of our advertising all year and there is no better time to celebrate that than at Christmas.
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"There are so many rituals and moments that makes each person’s Christmas special and we wanted to feature as many of these as possible – and all set to a catchy festive tune!”
If you think it looks like an awkward Christmas UK version of Pharell William's song "Happy", that's because it was directed by We Are From L.A, the French directing duo famed for making the music video for the 2013 hit song.
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The campaign launches with a 90-second spot which airs for the first time at 19.45 during The X Factor on ITV on Sunday night, and will be shared simultaneously across the retailer’s social channels.
Throughout the festive period a variety of films and social content will run across broadcast, print, social media, audio, digital display and outdoor advertising - so we hope you'll like it more than we did.
For fans of the advert a karaoke version will also be available on YouTube and you'll also be able to download it on Spotify.
Sainsbury's was the latest major retailer to release its Christmas campaign.
It came just two days after the much-anticipated Moz the Monster from John Lewis, which failed to impress some viewers.
More about Christmas adverts
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