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Sainsbury’s features same-sex couple in Christmas advert

Sainsbury’s features same-sex couple in Christmas advert

The same-sex couple in Sainsbury's 2016 Christmas advert

British supermarket giant Sainsbury’s features a same-sex couple – albeit fleetingly – in its lavish, new Christmas advert.

The advert, which premiered on UK TV last night, is a three and a half minute stop frame animation epic. It shows a dad struggling to find the time to shop for Christmas presents for his family.

Working in a toy factory, he hits upon the idea of building a clone of himself, realizing that the greatest gift he can give his family is more quality time.

Towards the end of the advert (at the 2.47 mark if you want to skip to it), we see some of the family’s neighbors, including a female same-sex couple with a baby.

The film is accompanied by a song, The Greatest Gift, written by Bret McKenzie and sung by TV presenter James Corden.

The full version of the advert will be shown three times on ITV and is posted on Sainsbury’s social media channels, while 60-second versions will have further TV airings.

The advert was created by ad agency Abbott Mead Vickers BBDO.

Sainsbury’s head of broadcast comms, Sarah Kilmartin, told Campaign: ‘Christmas is for Sharing has been a constant theme for our Christmas ads for the last three years and it continues to have real resonance for our customers.

‘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 prioritize simple family time together.’

The supermarket will be selling merchandise related to the advert, including gingerbread versions of the main character, Dave, with proceeds going to Great Ormond Street Hospital.

The advert has met with a largely positive response on social media, although some online critics believe it doesn’t quite match last year’s ‘Mog’s Christmas Calamity’ campaign.

On YouTube, one viewer, Shane McDermott, commented, ‘As a gay Sainsbury’s colleague, I feel pretty proud’

The advert is one of several mainstream adverts to feature LGBTI representation in 2016.