Tuesday 20 August 2019

WATCH: Sainsbury's take on John Lewis with adorable Mog the cat Christmas ad


Lauren Davidson

British Children's writer Judith Kerr has revived Mog the forgetful cat for this year's Sainsbury's advert.

"Mog’s Christmas Calamity" is the first story in the series since 2002, when the stripey feline died of old age in the 16th title, "Goodbye, Mog".

The accident-prone cat finds herself in a pickle in the middle of the night on Christmas Eve, wreaking havoc in the kitchen and setting fire to the Christmas tree. Luckily, she accidentally dials the fire brigade while walking over the telephone and ends up saving the day.

In an ending reminiscent of the Christmas classic "It's A Wonderful Life", the neighbours all turn up to the Thomas residence to help clean up the house and celebrate the festive period together – because "if the Thomases and Mog can't have a Christmas, they can share ours."

 Mrs Kerr, who also created children's classics "The Tiger Who Came To Tea" and "When Hitler Stole Pink Rabbit", has written and illustrated a book to accompany the advert.

"For many families the sharing of stories is an important part of their Christmas celebrations and is often a tradition that is passed down through generations," said Mark Given, director of planning and propositions at Sainsbury’s.

Sainsbury's will be selling the book in stores for £3 and a Mog soft toy will be available for £10, with all profits from both items going to Save the Children's work to improve child literacy in the UK.

One-in-five children leaves primary school with substandard reading skills, the charity said.

"We want reading, which is the key to a child’s future, to become a national mission," said Tanya Steele, Save the Children's executive director of marketing, fundraising and communications.

Sainsbury's also adopted a charitable cause for its festive campaign last year.

The supermarket's controversial spot, released to commemorate the centenary of the start of the First World War, depicted a Christmas Day truce on the Western Front when opposing armies emerged from the trenches to play a game of football.

A bar of chocolate, given from a British soldier to his German counterpart in the advert, was available to buy in Sainsbury's stores for £1, with all profits donated to The Royal British Legion.

John Lewis has also adopted a charitable cause, partnering with Age UK for its Man on the Moon advert this year.


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