It looks like Sainsbury’s might just have managed to oust John Lewis in the bid for the best advertising campaign this Christmas.

The supermarket giant unveiled its new seasonal promo during this evening’s episode of Coronation Street, with the ‘Christmas is for sharing’ ad set focusing on the events of Christmas 1914.

The Christmas truce of World War One saw soldiers across the Western Front cease hostilities to exchange greetings and sing carols, with some areas even seeing men from both sides exchange gifts and play football.


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In the Sainsbury’s advert, British and German soldiers both sing the carol Silent Night in their respective languages before crossing No Man’s Land to play football, with one British soldier giving his German counterpart a chocolate bar.

While some may question why the supermarket is using WWI as a promotional tool, the advert is a joint venture with the Royal British Legion. The chocolate bar featured in the advert will be on sale for £1, with all profits going to the charity.

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We want to hear your thoughts on the ad. Tweet us @MetroUK with the hashtag #SainsburysChristmas.

The chocolate bar will be on sale, with profits going to the Royal British Legion (Picture: Sainbury’s)

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