Sainsbury’s ramps up the Christmas ad war tonight with an unprecedented three-and-a-half minute epic, created by an Oscar winning director.
Kevin Macdonald - who also won a BAFTA for The Last King of Scotland - will showcase his powerful, mini-film starring ordinary people in the break during Coronation Street.
It is the first time the ITV soap has allowed one brand exclusive rights to the prime-time slot and Christmas In a Day is being tipped as the one to watch this year, outdoing the John Lewis Hare and Bear saga.
And the UK’s longest ever commercial is guaranteed to make overnight stars of the Brits who filmed themselves celebrating Christmas last year.
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