Supermarket giant Sainsbury’s has enlisted the help of James Corden and Oscar-winning producer and musician Bret McKenzie for this year’s Christmas advert.

The advert will launch tonight at 9.15pm on ITV and uses animation to highlight the importance of sharing the gift of time with family and friends over the festive period. The story is based around a dedicated father called Dave, who has an idea to make replicas of himself so he can spend more time with family to ensure he can be with them for Christmas.

It will also raise money for Children’s Charity, Great Ormond Street Hospital, with the proceeds being put towards accommodation for families of children at the hospital.

Sarah Kilmartin, head of broadcast communication at Sainsbury’s said that the theme of sharing over the festive period has been its focus for the past three years.

Ms Kilmartin added: “This year is no exception and we think many families will be able to relate to the idea that Christmas can be such a busy time that it can be hard to prioritise simple family time together.”
“We hope our advert will remind people of that while providing some light hearted entertainment for the whole family to enjoy.

“Supporting Great Ormond Street Hospital Children’s Charity felt like a very natural extension of this as we know that the families at the hospital face more difficulties than most to spend time together as a family, at Christmas and all year round.”