Do you think the Sainsbury’s advert is moving or cynical?
The 2014 Sainsbury’s Christmas commercial has moved many viewers to tears. When it was first shown the internet lit up with links and “likes”.
And in less than 24 hours the store chain’s official YouTube video had scored more than 1.8 million hits.
While most feedback for the 3min 20sec ad is positive, others on Twitter claim it is “profoundly distasteful” and “terribly exploitative”.
The Advertising Standards Authority said there had been many complaints since it was first shown during Wednesday night’s Coronation Street.
Most said it was offensive to use First World War imagery to promote a business or that it was not clear from the outset that it was an advert.
Sainsbury’s said the advert was meant to “raise awareness and funds during this centenary year”.
Do you think the Sainsbury's advert is moving or Cynical?
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I'm aware that RBL is getting some funds from the sale of a chocolate bar, but this muddying of the waters just makes it worse in my view.
Naturally, others may have a different view, and I respect that, but I feel very uncomfortable about the whole thing. And let's face it, like it or loathe it, it's a marketing masterstroke as everyone's talking about it.
I think the advert is very moving and have bought several chocolate bars to give to family at Christmas in order to further support RBL.
One thing I would say, however, is that it does deliver a powerful message. Despite the very commercial "Christmas is for sharing" strap line (come and buy our stuff and give it to other people - buy buy buy), the essence of the message is good. It reminds us that humanity exists even in war. It reminds us that man is essentially good, and most of us share the same core values. It also promotes the Royal British Legion in an advert with production values that would be hard for them to achieve without significant financial backing.
What I am trying to say is I agree that it could be seen as abusing the memory of these brave men to shift products, but you cannot deny it raises awareness for the British Legion and the atrocities of war that we should never forget - in a way that the British Legion would struggle to finance on there own.
I think charities need to work in a commercial way to see the huge returns that they deserve. The advert works for both parties, and I think it's better that the good message get high budget air time, rather than it being ignored because the Sainsbury's marketing team feel the message may be cynically received.
If every company teamed with charities to make moving adverts, despite the companies motives, the charities and important messages would get more public awareness - and this is ultimately a good thing.
I watched this video some time ago, and it totally changed my viewpoint on how i view charities acting in a commercial way, it's very powerful: http://www.ted.com/talks/dan_pallotta_the_way_we_think_about_charity_is_dead_wrong?language=en
Hope you enjoy it.