It's easy to be cynical about Christmas ads. And with good reason too, the majority are balls. If you've seen one animal have their festive wishes granted whilst an ever-so-delicate acoustic cover version of a 70s classic plays in the background, you've seen them all.
But as it's the 100th anniversary of WW1 starting, Sainsbury's have teamed up with the British Legion to create this Christmas-in-the-trenches short. It's not even trying to sell you anything really, other than the spirit of Christmas... Take a look.
Nicely done.