Supermarket chain Sainsbury’s has partnered with Oscar-winning director Kevin Macdonald to launch a new documentary that brings to life how Britain celebrates Christmas.
Premiering on YouTube on 29 November, the hour-long documentary will be split into a series of short film trailers promoting the film alongside Sainsbury’s’ food-focused Christmas advertising campaign.
The first trailer is a three and a half minute extended preview of the film and will air on ITV1 on Wednesday 13 November during the entire ad-break of Coronation Street – the first time that a whole commercial break has been secured during the soap’s prime time slot.
A further two trailers will air between then and 21 December.
Macdonald’s film, produced by Ridley Scott Associates and Scott Free London, is comprised of 360 hours of real festive footage filmed by real people in the manner of Macdonald’s YouTube film, ‘Life in a Day’, which has received more than eight million views.
The launch of ‘Christmas in a Day’ will follow a premiere screening at BAFTA in London, where Macdonald – whose films include The Last King of Scotland and Touching the Void – will present the finished film.
“For Sainsbury’s, this started out as an experiment that we hoped would reveal something interesting about the way we celebrate Christmas in Britain,” said Mark Give, head of brand communications.
“[…] we believe this this film is something very special indeed and I am proud that Sainsbury’s has been involved in this project from the outset. By having the film as out lead Christmas activity, I hope we’ll encourage millions of people across the UK to watch the story of Britain’s Christmas in a Day.”
Film director Macdonald added: “Christmas is the one time in the whole year when ordinary British life is suspended. We have time to contemplate life and be with those we love.
“I was overwhelmed by the creativity and enthusiasm of the people up and down the country, from every walk of life, who filmed their Christmas and shared it with us. I feel that the finished film stands out for many reasons – it is funny, moving, often beautifully shot and above all truthful.”
