Can an ad about war make you hopeful?

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Hello Creative Souls,

Every now and then, advertising steps outside its lane and quietly reminds us what it could be. That it isn’t just about moving products. It can also move people.

Sainsbury’s 2014 “Christmas Truce” ad did exactly that. And nearly a decade later, it still feels like a masterclass—not in marketing, but in meaning.

Based on a true story from World War I, the film reimagines the spontaneous ceasefire that took place on Christmas Eve, 1914. British and German soldiers climbed out of their trenches, shook hands, exchanged gifts, and played football. The scene is shot with the care of a period film, not an ad. Dialogue is sparse. Humanity does the talking.

And in a small moment—just a bar of chocolate exchanged between soldiers—Sainsbury’s appears. Not as the star. As the quiet witness. The humble facilitator of connection.

There’s no offer. No hashtag. Just one line: “Christmas is for sharing.”

The Campaign

“Christmas is for Sharing” – Sainsbury’s (2014)
Created with the Royal British Legion, this ad didn’t pitch pudding or mince pies. It recreated one of the most quietly powerful stories in history: the unofficial 1914 Christmas Truce, where British and German soldiers paused World War I, laid down their weapons, and played a football match in no man’s land.

There’s no logo in your face. No price cut. No push.
Just a beautifully told human story. shot like a period film, down to the smallest historical detail, centered around one moment of humanity in the middle of chaos.

And all it ends with? A chocolate bar. One soldier slipping it into the pocket of the other.
Then: “Christmas is for sharing.”

That’s it.

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Why it worked

This campaign didn’t insert itself into conflict. It reflected on a historical truth: that even in the bloodiest of circumstances, human beings are capable of empathy. The story didn’t try to solve war. It honored a moment when people chose not to fight.

That distinction matters.

In today’s fractured world—where wars rage, screens divide, and outrage is currency—it’s tempting for brands to speak into conflict. But Sainsbury’s shows that the how matters just as much as the what. They didn’t exploit pain; they elevated compassion. They didn’t take sides; they took a stand—for decency.

The result? An ad that didn’t just sell groceries. It stayed with people. It became part of Christmas itself.

The takeaway

As storytellers, we’re always looking for tension. But sometimes, the most powerful tension isn’t between brand and consumer—it’s between the world as it is and the world as it could be.

• Don’t be afraid of silence. Emotional ads don’t need bombast. Sometimes, a whisper is louder than a scream.

• Relevance doesn’t have to be literal. Your product doesn’t need to solve the world’s biggest problems. But it can acknowledge them. It can show up with empathy.

• If you’re going to speak during difficult times, speak with humility.
  Sainsbury’s didn’t try to fix war. They just reminded us that even in the darkest chapters of history, light finds a way in.

Because in a world full of noise, the most powerful line might just be the quietest one:

"Christmas is for sharing."

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.