Novelty Christmas jumpers are a huge new trend in the UK. To make Sainsbury's Tu the place to go in search of jumpers for the 2014 festive season, Gravity Road married this new tradition with an old one: dads dancing. In this film, five ordinary dads, seemingly transformed by their Christmas jumpers, dance on stage to a contemporary remix of the Dance of the Sugar Plum Fairy. The video was shared over 500,000 times and received over 28 million views.
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