Beautiful ad by Swainsbury.

[CarnoustieCats]

Minority of 1 then? - fair enough - but I found the ad cynical and tacky ....

[tony41]

Minority of 1 then? - fair enough - but I found the ad cynical and tacky ....

Let's make that a minority of 2. I also found it cynical.

[countryfeedback87]

Don't see a problem with it personally, just reminds me of the Joyoux Noel film which is a great watch

[poppa501]

Now that some of the smoke has cleared, would someone fill me in on this controversy. I posted this because I felt it was a poignant video done tackfully and with respect. My use of the word beautiful was meant to convey the underlying message of the film, not the circumstances surrounding it. War is never beautiful.
I wouldn't know Sainsbury from mulberry. Are they a controversial store. I just don't see the connection. Cynical and tacky? I'm lost here. If anyone would explain more to me I would appreciate it. If not here, then PM me. I just want to understand the bad vibes surrounding this video. If it had another store associated with it would that have made a difference?
I just don't understand the hostility over this video. Thanks for your patience.

[Posbear]

I would not say that Sainsbury was a controversial shop.
Helping the poppy appeal for 20 years is quite honourable as is donating the profits from the products in the vid to the charity.

Some more about the video.

http://youtu.be/2s1YvnfcFVs

[Tropical_Trish]

Poppa, I'm with you. I don't understand either.
I watched the video, and thought it was very moving, based on fact too.
Also, Sainbury's are selling the WW1 chocolate bar featured in the ad in their stores for £1, with all profits donated to the Royal British Legion.

[cheaver]

Now that some of the smoke has cleared, would someone fill me in on this controversy. I posted this because I felt it was a poignant video done tackfully and with respect. My use of the word beautiful was meant to convey the underlying message of the film, not the circumstances surrounding it. War is never beautiful.
I wouldn't know Sainsbury from mulberry. Are they a controversial store. I just don't see the connection. Cynical and tacky? I'm lost here. If anyone would explain more to me I would appreciate it. If not here, then PM me. I just want to understand the bad vibes surrounding this video. If it had another store associated with it would that have made a difference?
I just don't understand the hostility over this video. Thanks for your patience.

Hi Poppa

Sainsbury is one of the top chain stores here - it's name is unique to itself and there isn't another store with the same/similar/like name as far as I know.

Sainsbury's could be interpreted as using a memorable historical event to arouse the feel good factor with the participants of the day (especially as we are now getting close to Christmas) & transfer that factor onto themselves, ie Sainsbury's as a feel-good factor place to shop for Christmas - a psychological marketing tactic only? - hence the cynicism/disgust.

Just my take on it! I sincerely hope you don't remove the thread.

.

[Tropical_Trish]

Re the Christmas ads - don't all the big company names "arouse the feel-good factor with the participants of the day (especially as we are now getting close to Christmas) and transfer that factor onto themselves, as a feel-good factor place to shop for Christmas - as a psychological marketing tactic only? "
At least Sainsbury's are supporting a worthwhile charity with the £1.00 bar of chocolate that they have featured in their ad.
Not quite sure what the participants of the day means - surely there cannot be many participants of that day left?????

[damian_steele]

Sainsbury's could be interpreted as using a memorable historical event to arouse the feel good factor with the participants of the day (especially as we are now getting close to Christmas) & transfer that factor onto themselves, ie Sainsbury's as a feel-good factor place to shop for Christmas - a psychological marketing tactic only? - hence the cynicism/disgust.

Or, in short, how dare they hijack that historical event for their own financial gain.

It would be just as tacky for an American rifle manufacturer to claim that had LH Oswald been using their brand, JFK would have been down in one.


However, personally I liked the video. It doesn't make me want to shop in Sainsbury's, but it did stir up some appropriate emotions.

[cheaver]

Or, in short, how dare they hijack that historical event for their own financial gain.

Exactly. I might have put across my view better if I had said that I personally do not see anything altruistic in any supermarket chain - only greed (even if they are giving the chocolate bar profits to Charity, that's a great Tax relief item....) therefore the use of such a historical event, without the altruistic element, demeans it ~ rendering their action as nothing short of disgusting/sickening.

.