The new Sainsbury's Christmas ad is the weepiest one yet

We're running out of tissues here.

The new Sainsbury's Christmas ad is the weepiest one yet

This might be it.

The Christmas ad to end all Christmas ads.

We know it's for a supermarket chain that we don't even have in Ireland (just like John Lewis) but the high production values, the emotional punch and the general Christmas cheer make it worth the watch (just like the John Lewis one).

The ad is based on the famous Christmas Truce that took place at the beginning of World War 1. On Christmas Eve, 1914, soldiers from both the German and British sides called a halt to fighting. Both sides then used the time to bury their dead but some also exchanged Christmas gifts, sang carols, played football and had a bit of a chat before being ordered to return to the trenches and resume fighting.

And while it might seem cynical to use such an emotive historical event to promote your supermarket, Sainsbury's have teamed up with the Royal British Legion and all proceeds from the sale of the chocolate bar seen in the ad will go to charity.

So that's nice.

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