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 an amazing 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: