Watch Sainsbury's World War One Christmas ad (VIDEO)

Sainsbury's has recreated one of the most famous moments of WWI in it's new Christmas advert, which premiered during last night's Coronation Street.

The ad tells the story of how British and German soldiers clambered from their trenches on Christmas Day 1914 to exchange gifts and play a football match.

Sainsbury's are clearly trying to outdo John Lewis - who premiered their penguin ad at the weekend - as the main purveyors of festive sentimentality and the new advert is also designed to tap into the emotion surrounding the 100-year anniversary of the start of World War One.

The supermarket has also pledged to donate all profits made from the sale of a £1 chocolate bar which features in the ad to the Royal British Legion.

Watch the Sainsbury's ad, below:

http://youtube.com/v/NWF2JBb1bvM

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Sean is a Senior Feature writer for TV Times, What's On TV and TV & Satellite Week, who also writes for whattowatch.com. He's been covering the world of TV for over 15 years and in that time he's been lucky enough to interview stars like Ian McKellen, Tom Hardy and Kate Winslet. His favourite shows are I'm Alan Partridge, The Wire, Wolf Hall and Succession and in his spare time he enjoys drinking tea, doing crosswords and watching football.