Sainsbury’s: The Big Night

This week we will be featuring holiday commercials from around the world, most of them feature private brand in an entertaining and often touching way. Others are just great examples of retail advertising.

Presenting the new Sainsbury’s Christmas 2018 commercial, ‘The Big Night’. Starring an eight-year-old star giving the performance of her life, all for her mom. Directed by Michael Gracey, the director of The Greatest Showman. The Show tells the story of the North Star overcoming her nerves to deliver a performance of a lifetime, to the amazement of mom. She is supported by a huge cast of 59 kids aged 6-11, all dressed as a variety of Christmas staples – including a turkey drummer and set of Christmas lights (plug included). The cast all dance and sing along as the stage transforms to reveal a 40ft Christmas tree and a 14ft glitter-filled gravy boat. The children’s real parents were featured in the crowd too and were intentionally kept away from the castings and rehearsals until shoot day.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.