Sainsbury’s chooses a historical reenactment. In its new Christmas commercial it presents a slightly modified version of a true episode of World War I, already narrated by the 2005 film “Joyeux Noel. A truth forgotten by history”.
The video tells of the ceasefire which, on the night of 24 December 1914, suspended hostilities between the British and the German armies, bringing together for once the soldiers of both sides. Who laid down their arms to challenge each other in a football match (ending 3 – 2 for the soldiers of His Majesty). An episode of brotherhood and communion which at the time had a staunch opponent in the German ranks: one Adolf Hitler (and subsequent history well explained why).
The epilogue of the Sainbury’s commercial tells of how, back in his trench, a German soldier realises that his English counterpart has given him a bar of chocolate. Well, the bar is the same one that Sainsbury’s is selling to donate the proceeds to the Royal British Legion.
Perhaps the commercial exploitation of an event of this kind can leave one a little perplexed. One thing is certain however: to date, the commercial, lasting 4 minutes, has had more than 9 million views.
And numbers in advertising matter. And matter a lot.
Forse può lasciare un po’ perplessi la speculazione commerciale di un evento di questo genere. Una cosa però è certa: ad oggi lo spot, della durata di 4 minuti, ha avuto più di 9 milioni e mezzo di visualizzazioni.
E i numeri nell’advertising contano. E anche tanto.
