An iconic Roald Dahl character takes centre stage in the first supermarket Christmas advert of the year, released by Sainsbury’s.
The BFG, the 24-foot-tall friendly giant known for being part of Dahl’s mystical world of children’s books since 1982, features in the advert as he befriends a real-life Sainsbury’s employee, and together, they embark on a festive mission.
At the beginning of the advert, the BFG is in his secret cave surrounded by rows of dream jam jars. At his table is a knobbly, black-and-white striped snozzcumber, which readers will remember from the beloved original book.
He turns to the camera and asks, “Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”
In the next shot, a towering figure wearing a black cloak emerges in the Sainsbury’s car park, where Sophie is working.
“BFG!” exclaims Sophie, as the BFG crouches down to speak to her. “I hear you need our help”. The BFG stretches out his enormous fingers to pick her up on his palm, and replies, “As a matter of fact, I does”.
The pair then fly away on a journey in search of great tasting food, sourcing fresh produce from Sainsbury’s suppliers, such as stilton cheese, brussels sprouts and salmon.
The camera pans out to reveal the dining table in the BFG’s dream cave overflowing with a delicious-looking spread from Sainsbury’s festive range. The BFG then picks up all the food inside the tablecloth and donates it to a big family for Christmas.
Stephen Fry’s voice closes the advert as he says, “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us”.
The storyline mirrors the initial premise of the original BFG plot, which sees an orphaned girl befriend a benevolent giant who takes her to Giant Country. The pair join forces to stop the human-eating giants from destroying the world. Unlike others of his kind, the BFG refuses to hurt humans.
This year’s advert marks an improvement from last year’s advert that saw Sainsbury’s customers – including Rick Astley – imagine Father Christmas’s very own festive banquet using produce from the retailer.
Emma Bisley, Head of Campaigns at Sainsbury’s said that collaborating with the Roald Dahl Story Company for the 2024 advert was a “remarkable opportunity” for the retailer to channel the nostalgia and heartwarming spirit that the BFG character embodies.
“The BFG is one of Roald Dahl’s most beloved and enduring stories, regularly featuring in the top 10 most popular children’s stories in the UK. With over 21 million copies sold worldwide and translated into 49 languages, it continues to capture the imaginations of generations globally,” said Bisley.
Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company, said: “By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.”
