Watch Sainsbury’s Magical BFG Christmas Ad

• Sainsbury’s Christmas advert stars The Big Friendly Giant (BFG) from Roald Dahl’s book.
• Set to air during Coronation Street on ITV, the ad captures the magic of the festive season.
• Festive food offerings include a Carrot Galette, Smoked Salmon Terrine, and Golden Forest dessert.
• Real Sainsbury’s colleagues feature in the ad, with Stephen Fry narrating.

Sainsbury’s has kicked off the festive cheer for 2024 by unveiling its Christmas advert, and it’s a phizz-whizzing delight! This year, they’ve brought The Big Friendly Giant (BFG) from Roald Dahl’s beloved children’s story to life.

Laura McGuire reported in The Sun that the 60-second commercial showcases the BFG in search of better-tasting food for his Christmas meal, and it all begins with a playful scene of him chopping vegetables in his cave. The story takes off when he asks, “How can we make this Christmas more phizz-whizzing?” Enter Sophie, a character inspired by the book's young heroine, who steps in to help.

Together, they embark on a journey to find festive flavours, with the camera capturing mouth-watering dishes like the Carrot Galette and Golden Forest dessert. Sainsbury’s even involved their real-life colleagues, with a food services assistant playing Sophie and Stephen Fry’s familiar voice wrapping it up with, “Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us.”

The ad will debut tonight during Coronation Street on ITV, and viewers are already eager to see what other brands like John Lewis have in store. In previous years, Sainsbury’s took us from Rick Astley’s humorous cameo to Alison Hammond’s medieval food adventure, proving they always bring something unique to the table.

Tom Church, Co-Founder of LatestDeals.co.uk said, "This BFG ad brings back a sense of childhood wonder and reminds us all how magical Christmas can be when we come together."