Your support helps us tell the story.
From reproductive rights to climate change and big tech, The Independent is on the ground as the story unfolds. Whether investigating the finances of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word,' which sheds light on American women fighting for reproductive rights, we know how important it is to analyze the facts from the messaging .
At such a critical time in American history, we need journalists on the ground. Your donation allows us to continue sending journalists to talk about both sides of the story.
Americans across the political spectrum trust The Independent. And unlike many other quality news outlets, we choose not to exclude Americans from our reporting and analysis with paywalls. We believe quality journalism should be available to all and paid for by those who can afford it.
Your support makes all the difference.
An iconic Roald Dahl character takes center stage in the first supermarket Christmas advert of the year, launched by Sainsbury's.
The BFG, the 24-foot-tall friendly giant known for being part of Dahl's mystical world of children's books since 1982, appears in the ad as he befriends a real-life Sainsbury's employee and together they embark on a festive mission.
At the beginning of the ad, the BFG is in his secret cave surrounded by rows of dreamy jam jars. On his table is a gnarled black and white striped snowman, which readers will remember from the beloved original book.
He turns to the camera and asks: “Hey Sainsbury's, how can we make this Christmas a little more… spectacular?”
In the next shot, an imposing figure in a black cloak emerges in the car park of Sainsbury's, where Sophie works.
“BFG!” Sophie exclaims, as the BFG bends down to talk to her. “I heard you need our help.” The BFG extends his enormous fingers to pick her up in his palm and responds, “Indeed, I do.”
The pair then set off on a journey in search of delicious food, sourcing fresh produce from Sainsbury's suppliers, such as stilton cheese, Brussels sprouts and salmon.
The camera pans to reveal the dining table in the BFG's dream cave, overflowing with a delicious festive spread from Sainsbury's. The BFG then collects all the food inside the tablecloth and donates it to a big family for Christmas.
Stephen Fry’s voice closes the ad as he says: “Do you want to go big this Christmas? Ask Sainsbury's. Good Food for all of us.”
The story mirrors the initial premise of the original BFG plot, in which an orphan girl befriends a benevolent giant who takes her to Giant Country. The couple join forces to prevent the human-eating giants from destroying the world. Unlike others of his species, the BFG refuses to hurt humans.
This year's advert marks an improvement on last year's advert which saw Sainsbury's customers, including Rick Astley, imagine Santa's own festive feast using the retailer's products.
Emma Bisley, head of campaigns at Sainsbury's, said collaborating with the Roald Dahl Story Company for the 2024 advert was an “extraordinary opportunity” for the retailer to channel the nostalgia and heartwarming spirit embodied by the BFG character.
“The BFG is one of Roald Dahl's most beloved and enduring stories, regularly appearing in the UK's top 10 most popular children's stories. With more than 21 million copies sold worldwide and translated into 49 languages, it continues to capture the imagination of generations around the world,” said Bisley.
Natalie Hopkins, Director of Global Product and Partnerships at Roald Dahl Story Company, said: “By collaborating with Sainsbury's to bring Roald Dahl's beloved BFG to life in a new story, we hope the nation will be as enthralled as we were by seeing two old friends. together again this Christmas.”
