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Sainsbury’s “The Big Night” 2019

Sainsbury’s “The Big Night” (2019) is a Sainsbury’s commercial directed by Michael Gracey for Wieden+Kennedy, produced by Partizan. It won 6 awards, including British Arrows 2019 Silver — Best Over 90 Second Commercial, Kinsale Sharks 2019 Silver Film Craft (International) - Peformance (v/o, singer, visual) and Campaign Top 15 film ads of 2018 #8.

A young girl, dressed as a Christmas star, overcomes her stage fright to deliver a show-stopping performance in her school's festive play, delighting her proud mother in the audience.

Video: Sainsbury's on YouTube

Shot by shot

  1. A group of children in homemade costumes, including a large star, move backstage in a dimly lit school hall.© Sainsbury’s0:00
  2. A young boy in a sparkly costume looks over his shoulder, with another child in the background, in a dimly lit backstage dressing room.© Sainsbury’s0:03
  3. A young girl in a gold star costume with glitter on her face sings into a microphone on a dark stage with a black curtain.© Sainsbury’s0:24
  4. A young girl dressed as Queen Elizabeth II, wearing a blonde wig and crown, waves from inside a cardboard television set on a stage with orange curtains.© Sainsbury’s0:52
  5. A young Black girl in a gold cheese costume sings into a microphone on a dark stage, looking determined.© Sainsbury’s1:01
  6. A young girl in a gold star costume sings into a microphone on stage, surrounded by other children in various costumes, with sparks flying around her.© Sainsbury’s1:07
  7. A child dressed as a large electrical plug walks on a stage with other children in costumes, in front of a Christmas tree prop.© Sainsbury’s1:14
  8. A child dressed as a Christmas turkey plays the drums as feathers fall around them on a festive stage.© Sainsbury’s1:20
  9. A wide shot of a school play with children dressed as Christmas ornaments on a stage, performing in front of an audience.© Sainsbury’s1:24
  10. A young girl in a purple Christmas ornament costume sings and dances on stage with other children in festive costumes during a school play.© Sainsbury’s1:28
  11. A wide shot of a school play with children dressed as food items on stage, performing in front of an audience.© Sainsbury’s1:41
  12. A young child with blonde hair, wearing a blue costume, dances joyfully as colorful confetti falls around them in a vibrant, festive interior setting.© Sainsbury’s1:45

Stills © Sainsbury’s. Made by Wieden+Kennedy, Partizan and Michael Gracey.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A school Christmas play where every child is a star, literally and figuratively.

Tagline: “We give all we've got for the ones we love”

child protagoniststage frightproud parentschool playchristmas pageantovercoming adversity

The cut

Length
120 s
Shots
54
Average shot
2.2 s

What creatives use Sainsbury’s “The Big Night” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Sainsbury’s “The Big Night”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A group of children in homemade costumes, including a large star, move backstage in a dimly lit school hall.© Sainsbury’sA young boy in a sparkly costume looks over his shoulder, with another child in the background, in a dimly lit backstage dressing room.© Sainsbury’sA young girl in a gold star costume with glitter on her face sings into a microphone on a dark stage with a black curtain.© Sainsbury’sA young girl dressed as Queen Elizabeth II, wearing a blonde wig and crown, waves from inside a cardboard television set on a stage with orange curtains.© Sainsbury’s
    Frames from Sainsbury’s “The Big Night”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Sainsbury’s “The Big Night” in order, with its length, framing and what happens in it.

    A group of children in homemade costumes, including a large star, move backstage in a dimly lit school hall.© Sainsbury’sA young boy in a sparkly costume looks over his shoulder, with another child in the background, in a dimly lit backstage dressing room.© Sainsbury’sA young girl in a gold star costume with glitter on her face sings into a microphone on a dark stage with a black curtain.© Sainsbury’sA young girl dressed as Queen Elizabeth II, wearing a blonde wig and crown, waves from inside a cardboard television set on a stage with orange curtains.© Sainsbury’sA young Black girl in a gold cheese costume sings into a microphone on a dark stage, looking determined.© Sainsbury’sA young girl in a gold star costume sings into a microphone on stage, surrounded by other children in various costumes, with sparks flying around her.© Sainsbury’s
    Length: 120 s · Shots: 54 · Average shot: 2.2 s

  3. 03Ad ideas: every spot built on a child protagonist

    Before you present an idea, you need to know who has done it, and how.

    Sainsbury’s “The Big Night” is built on a child protagonist. Search the library by idea to see every spot that uses it.

    Appa “About a Girl”© AppaCorrect the Internet “Correct the Internet”© Correct the InternetNike “What Are Girls Made Of”© NikeDepartment of Transport “The Boy Who Didn’t Stop, Look & Listen”© Department of Transport
    Appa · Correct the Internet · Nike · Department of Transport

More commercials by Michael Gracey

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning retail commercials

Questions

Who directed the Sainsbury’s “The Big Night” commercial?

Michael Gracey directed it, produced by Partizan, for the agency Wieden+Kennedy.

Which agency made Sainsbury’s “The Big Night”?

Wieden+Kennedy created it for Sainsbury’s (2019).

What awards did Sainsbury’s “The Big Night” win?

6 awards, including British Arrows 2019 Silver — Best Over 90 Second Commercial, British Arrows 2019 Silver — Retailers, Kinsale Sharks 2019 Silver Film Craft (International) - Peformance (v/o, singer, visual) and Campaign Top 15 film ads of 2018 #8.

What is the tagline of Sainsbury’s “The Big Night”?

“We give all we've got for the ones we love”

Sources for the credits and awards

britisharrows.comweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.org