- Agency: New Commercial Arts
- Client: Sainsbury’s
- Category: Video Design — E-Commerce & Retail
- Location: London, United Kingdom
- Project Brief: Create a Christmas retail video for Sainsbury’s that brings the BFG back through whimsical storytelling, immersive visual effects, and a heartwarming delivery journey celebrating festive connection.
E-commerce and retail brands go big at Christmas, and a grocery delivery makes an easy hero for the season. In The Big Delivery, Sainsbury’s and New Commercial Arts bring back the BFG from Roald Dahl’s story for a third year, as a Sainsbury’s driver takes pigs in blankets to Giant Country for a giant too sick to celebrate.
The film plays out like a short quest, opening on the BFG worried he’ll miss Christmas and then following the driver on a messy, funny trip to reach him. The jokes come early in the chaotic delivery, so the moment the driver finally gets to the BFG lands as a warm payoff.
Smooth VFX carry the jump from the real world into Giant Country, and the place gets stranger the deeper the driver goes. Snow falls upward on the way in, while warm amber light inside the BFG’s home makes the arrival feel safe.
The BFG talks in Gobblefunk, his jumbled language from the books, over a light, magical score that keeps the mood soft. The spot closes on making Christmas unmissable for everyone, with a full dinner table and paper crowns to bring it home.
