Sainsbury's Unveils 2024 Christmas Advert Featuring BFG

Sainsbury's 2024 Christmas advert features Roald Dahl's beloved character, the Big Friendly Giant (BFG), in a heartwarming narrative alongside a real-life Sainsbury's employee named Sophie. The advert, which includes a voiceover by Stephen Fry, depicts the duo embarking on a whimsical journey across the UK to gather festive ingredients from Sainsbury's suppliers, such as salmon, Stilton cheese, and Brussels sprouts, for a special Christmas feast. The BFG, renowned for his aversion to the snozzcumber, seeks to make Christmas 'phizz-whizzing' by sharing the collected delicacies with families, highlighting Sainsbury's commitment to providing good food for all. This campaign also supports their charity partner, Comic Relief, by distributing meals to families in need. Utilizing a mix of puppetry and computer effects, the advert taps into nostalgia and childhood memories, aiming to evoke emotions and connect with audiences during the festive season.