Sainsbury’s savoury surprise

So far this year we've had Christmas spots that give a shout-out to the return of relative normality, ads that pinpoint the need for kindness and some that just seem to be a celebration of 'stuff', but none so far have taken as deep a dive into the generation-spanning madness that many of us have yearned for as Sainsbury's festive offering.

Titled A Christmas to Savour, Wieden+Kennedy London's ambitious commercial takes aim at the combined joys that make the day's celebrations so heartwarming; literally freezing the action to swoop in and out of the variety of smiles on offer.

Backed by Etta James’ iconic At Last, the camera passes Grandpa cracking an exploding nut, a bottle of Prosecco Rosé spewing forth and, entertainingly, Grandma sporting the name of a drag queen (Bimini Bon Boulash) scrawled on a post-it note for a cheeky round of Who Am I?.

A cracking concept is only as good as its execution, and the winning element here is Pulse Films' Ninian Doff; utilising his technical and comedic skills to delight with each passing moment, and garnishing it with witty flourishes (the little lad forgetting to freeze-frame) that are familiar to fans of his work.

Climaxing with the endline "It’s been a long time coming, so let’s make it a Christmas to savour” delivered by Stephen Fry, this jolly film is one that's set to be endlessly enjoyed.