SAINSBURY’S has revealed its Christmas advert for 2024 and it features an iconic children’s character.
The star of the festive clip is The Big Friendly Giant (BFG), a loveable creature from Roald Dahl‘s children’s book.
It begins with the Giant asking how he can make his Christmas more “phiz whizzing” a word – which means amazing – that was made up by the author and used in the book and 2016 movie adaptation.
Sainsbury’s 60-second clip is set to premiere on TV at 8:15pm this evening during Coronation Street on ITV.
The ad opens with a scene featuring the BFG chopping up the infamous ugly vegetables that feature in the tale while listing off food to go alongside his meal.
He then turns to the camera and asks: “Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”
It then cuts to a Sainsbury’s name badge labelled “Sophie,” which is a nod to the orphan character in the book.
Sophie asks: “I hear you need our help”.
There’s a brief pause as the BFG’s enormous fingers stretch out and land on the ground in front of her, as he confirms he needs her help.
The ad cuts to the BFG and Sophie travelling in search of great-tasting food.
The camera pans out to reveal a dining table in the BFG’s cave overflowing with Sainsbury’s dishes.
This includes a roasted Carrot Galette, a Smoked Salmon and Maple Terrine, and a Golden Forest dessert.
It comes as a number of Sainsbury’s festive food items have landed on shelves, with a final handful of desserts and meats to land in December.
The advert concludes as we see Sophie and the BFG wishing each other a Merry Christmas.
Viewers then hear the voice of Stephen Fry inviting them to seek the retailer’s expertise, asking “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us”.
The actor has voiced a number of the grocer’s advertisements.
Sainsbury’s has also enlisted the support of real Sainsbury’s store colleagues to take part in the advert.
A food services assistant plays the role of Sophie in the TV clip.
Sainsbury’s Christmas ads through the years
It is vastly different to the ad the grocer displayed last year, enlisted the help of one-hit-wonder Rick Astley.
The clip was based around a young girl asking what Santa has for Christmas dinner and the Never Gonna Give You Up singer makes a cameo.
In 2022 This Morning’s Alison Hammond features as a fussy countess picking food from the food range this year.
It was a light-hearted tale set in a fantasy medieval world where a festive feast is being planned.
The year before, the ad’s goal was to remind families to savour every moment of being together again on the big day and highlighted a restriction-free Christmas after the pandemic.
In 2020, the nostalgic home-style footage, saw a daughter and dad discussing how much they want to see each other for Christmas.
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.
It comes as the retailer has also launched its festive food range, which you can read here.
Sainsbury’s is one of the first retailers to reveal its festive advert for Christmas 2024.
Viewers will be anticipating the likes of John Lewis and Marks and Spencer, which should be debuting as we head into the run-up to the holiday.
Christmas at Sainsbury’s
Sainsbury’s has already revealed what it is stocking on shelves this Christmas, including an eye-catching Golden Forest dessert and a Slow Cooked Proper Christmas Dinner Box.
Our reporter visited the showcase and tried a range of goodies which have landed on shelves this festive season.
Some items are currently available to buy but a handful of festive meats and desserts will not land in stores until December.
The popular Sticky Toffee liqueur is back this Christmas, too, after quickly becoming a family favourite last year.
At just £15 it’s an easy drink to have on hand for cocktails or after-dinner tipples and the beautiful glass bottle makes it a perfect present too.
There are also Tiramisu and Berry Compote flavours which would make a perfect addition to any Christmas table.
Its slots to get your Christmas shopping delivered have also opened for all customers
