Oh Sainsbury’s.

There is no denying, this is a beautiful piece of work. Absolutely stunning. Emotive without the need for a huge amount of dialogue. Beautifully shot. Moody. Epic in that cinema like way. Credibility lent by a charitable stamp. But…

When all those men who died on the battlefield were sold a vision of a better tomorrow, did that include blatantly using their sacrifice during the Christmas ‘supermarket wars’ to flog a few poxy crackers, prawn rings, booze,  puddings and other overpriced festive tat?

The answer to that, is no. Highly emotive it may be, but it’s also highly disrespectful and tasteless. IGM is not amused…

Iain G. Morrison is a senior marketer in the third sector. And is firmly on Team Penguin this evening…