Ad of the Day: Sainsbury's 'Christmas in a Day' Will Bring Tears to Your Eyes

Particularly the final scene—and this is just the trailer

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Are you ready for a crowdsourced Christmas ad?

Yes, it sounds like a bad idea. But this British spot for grocery chain Sainbury's from AMV BBDO—actually a trailer for a longer film, coming at the end of the month—is pretty wonderful. And it reminds you that crowdsourced footage, in the right hands, can be very moving indeed.

In this case, the hands are Kevin Macdonald's. In 2010, the Scottish director—known for movies including The Last King of Scotland and Touching the Void—made a documentary called Life in a Day, which spliced together footage shot on a single day by people around the world.

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