1914

Set during the First World War, this ad dramatises the famous Christmas truce of 1914, which saw British and German soldiers leave their trenches and meet as friends in no man's land. In the five-minute film, Jim, a young British soldier, receives a chocolate bar from his girlfriend. After a night of communal carol singing between the enemy trenches, Jim bravely ventures into no man's land the next morning to declare a festive alliance. He's met by Otto, a young German soldier. The two shake hands and both armies follow suit. The servicemen spend Christmas day playing football. Then, once the armies have retreated to their trenches, Otto reaches into his pocket to find a gift: Jim's chocolate. The chocolate bar went on sale in Sainsbury's stores across the country with all profits going to the Royal British Legion, the UK's leading veterans' charity. More than one million bars were sold, raising over £500,000. The campaign launched the evening after Armistice Day, and the spot become the UK's most watched ad on YouTube in 2014.