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Sainsbury’s unveiled a heart-warming new advertising campaign featuring one of the nation’s best loved children’s book characters, Judith Kerr’s Mog, to highlight the importance of sharing at Christmas. Developed in partnership with Judith’s publishers HarperCollins Children’s Books, and titled ‘Mog’s Christmas Calamity’, the full length 3’30” broke on Thursday 12th November across multiple channels including ITV, Channel 4, Channel 5 and Sky simultaneously at 7.15pm. The campaign will also help raise funds for Save the Children to improve child literacy across the UK.

AMV BBDO worked with director James Rouse and Framestore, of Paddington fame, to bring Mog and her world to life in her first-ever animated foray. Sainsbury’s and HarperCollins co-produced the film, which was created in collaboration with Judith Kerr herself, who also makes a cameo appearance in the film. Oscar-winning Rachel Portman composed the original score that underpins the spectacular.

The new advert is a charming tale of a sequence of highly improbable and entertaining events that befall the iconic and calamity-prone Mog in the early hours of Christmas morning, before the family are awake.

In the midst of the chaos, however, Mog succeeds in contacting the fire station which kick-starts the rescue mission to save Christmas Day. In the aftermath of the smoke filled calamity and following a visit from the fire chief and his brigade, the Thomas family turn to see all their neighbours standing in the doorway, armed with mops and brooms for the clean-up, as well as delicious festive food, drinks and decorations. Everyone comes together to celebrate the Christmas festivities - after all, Christmas is for sharing.