The notion that ‘we give all we’ve got for the ones we love’ is at the heart of Sainsbury’s new marketing campaign, as the retailer calls on the nation to do just that this Christmas.

Laura Boothby, Head of Broadcast Marketing at Sainsbury’s, comments: “This year, we have set out to create an advert that captures the passion, emotion and excitement of the festive season, in a setting that’s familiar to us all – no matter how old we are.

“Customers tell us that what matters most to them at Christmas is spending time together with family and friends and making it truly special for them – and that’s what giving all you’ve got is about.

Sainsbury’s has unveiled its new Christmas advert, The Big Night. Premiering on Monday 12th November on television and online from midnight on Sunday, the theatrical advert sees a group of children come together and take centre stage…although they weren’t acting alone. Acclaimed The Greatest Showman director, Partizan’s Michael Gracey, was waiting in the wings to curate and direct the retailer’s Christmas spectacle.

Depicting a school Christmas show – a familiar event for many families – the advert follows a young girl dressed as a star nervously stepping on stage before stunning the audience, including her emotional mother, with a stellar rendition of the New Radicals’ classic nineties song, You Get What You Give. The star is supported by a cast of children playing a host of weird and wonderful Christmas characters, from a nativity camel to baubles and presents and even a set of fairy lights – including the plug!