How do you keep people interested in your Christmas TV ad for 6 weeks? make a second TV ad starring your audience.


Sainsbury’s teamed up with Save The Children to bring furry, family favourite Mog the Cat back in a new book and accompanying big-budget Christmas TV ad.

To celebrate the launch of the book we started off with a film for our audiences on social channels. The film captured the power of reading together with children, then had a simple ask: show us your storytelling skills by sharing clips of you reading to your kids.

This got a great organic response with loads of real families sitting down together to read, then hopping onto social to show off their storytelling skills. We spun these into weekly best-of mini edits which we share back to our audiences.

The response we received was such a success that we turned the best reading moments into a DIY-style TV ad which aired across Britain over Christmas.

It did alright: