Sorry John Lewis, Sainsbury’s just won Christmas with this emotional advert

Sainsbury’s Christmas advert will make you quit awwing at Monty the penguin, the star of the John Lewis Christmas advert.

The advert, called “Christmas is for sharing”, is a tribute to British and German soldiers who laid down their arms to celebrate together on Christmas Day 1914.

Made in partnership with Royal British Legion (RBL), the three-minute advert begins with troops singing Silent Night before one soldier reaching out to his rivals. Sainbury’s has promised to donate all profits made from the sale of a £1 chocolate bar that is seen in the advert to RBL.

“Christmas is a special time of year when people come together to share simple moments and kindness. We wanted to reflect that,” said Mark Given, head of brand communications at Sainsbury’s.

The advert has proved to be a hit on Twitter:

Well done @sainsburys for using their Christmas ad to raise money for good cause instead of for selling cheap cuddly toys at inflated prices

— Karrade (Mark) (@karrade) November 13, 2014

I cried at the Sainsbury’s advert; sorry John Lewis, you lose this time around.

— Niki Albon (@NikiAlbon) November 13, 2014

 

This year I think the @sainsburys ad is better than @johnlewisretailhttps://t.co/Bjb5YgNojK (via @lsarif)

— Belinda Parmar (@belindaparmar) November 13, 2014

 

You can keep your john lewis penguin, I’ve just watched the sainsbury’s ad. And bawled my eyes out.

— SixtyFootDoll (@SixtyFootDoll) November 13, 2014

Now read: