The 1990’s Sainsbury’s christmas advert plays along and aims to promote the physiological needs for their target audience. It begins with a long shot showing John Cleese in his home which is filled with christmas decorations and a table full of good food and nourishment from sainsburys itself.
John is well known for his acting, writing and film producing, this will attract the audience more because there is someone famous advertising the brand. First of all he brings in the roast turkey to the dinner table in his home where they have zoomed into the turkey to show how tender and tasty the food looks. After placing the turkey down on the table he looks down at his magazine/book and begins to list the food he has on the table, making sure he has everything. As he names the food on his list, the camera slowly moves backwards showing what he is reading out. They then show a Sainsbury’s magazine implying that it is essential to have one as the title is ‘all you want for christmas’. The long shot then re-appears of john as he believes he has forgotten something important but continues to read his list and he doesn’t think anything of it, as he carries on reading out what is on his list, the camera slowly moves backwards again showing the delightful food including the chocolate log where he has to stop himself from taking a piece, reinforcing that Sainsbury’s food is too good to resist. Another close up is taken place when showing the bottle of champagne being taken out of the ice bucket and then John turns around looking very content and certain that everything is done, but then realises that he had forgotten the family. He then runs to the door and his family flood in where the advert then finishes off with a large red bold text on a white background ‘Have yourself a Sainsbury’s family Christmas’.
Mogs Christmas’ advertising Sainsbury’s 2015, is about an animated cat named Mog who’s story is told by author Judith Kerr and narrated by Emma Thompson. The mischievous but loveable cat creates chaos after waking from a not so sweet dream about hawks and birds with evil eyes chasing him,on Christmas eve. This resulted in the family waking up to the fire alarm going off and the sound of fire engines approaching the house, due to Mog getting his tail wrapped around the Christmas lights, that’s where it all began. The family go back into the home to find it in a terrible state and are certain that their Christmas has been ruined, then people from the community turn up at the door offering to clean up and share the Christmas with them, when the house is back to its normal state the family and Mog have the perfect Christmas. In comparison to the 1990’s advert both advertisements involve comedy, they both show all the family coming together at the end reinforcing that Sainbury’s creates the perfect Christmas, there is a point in both adverts where a complication has been caused where Mog has created Chaos and John forgets about the family but they have both been resolved in the end by everyone coming together and enjoying Christmas showing the audience that by choosing Sainbury’s nothing can go wrong at Christmas, they have also both used well known people to represent the advert (John Cleese and Emma Thompson). The difference between the two is how the 1990’s advert is just raw footage using a video camera to get different angles and shots of John going over all the foods he has on the table, this advert has not used any special effects or computer graphics. Non-destructive editing may have taken place to produce this advert, it is also a very simple short advert showing Sainbury’s food with tune of ‘Gloria in Excelsis’ playing in the background and the advert does not last a very long time, where as the Mog advert took a lot of time and effort to make due to the adjustments, special effects and the duration of the advert. The development of creating Mog took months to gently get the animation to the correct place and finding the right level to follow the directors instructions. As Mog was originally a drawn character from a book, they used their intuitive to create the animated Mog by using the original drawing and made adjustments and different editing software/hardware to produce the cat and made it look so realistic. To film this advertisement the crew shot the scenes in the house imagining that Mog was real, and by doing that they got all the footage together and placed Mog in to make it seem like the cat was creating all the disruption, this short story like advert is being narrated by well known Emma Thompson, where as the 1990’s advert is not. The John Cleese advert would have only taken a small amount of people to create as it was such a straightforward advert, unlike the Mog advert, many computer animators, make up artists and crew were involved in the making.