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Sainsbury's – Nicholas The Sweep

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There are few literary figures as closely associated with the festive period as ol' Charles Dickens.

Aside from, y'know, basically reviving many of the practices and rituals of the season, it's hard to imagine a Victorian Christmas scene without many of the tropes of his classic tales.

Though not following a particular story from the legendary scribe, Sainsbury's' rich and delightful new Christmas spot, Nicholas the Sweep, has a distinctly Dickensian feel, with its put-upon orphans, grotesque villains and redemptive saviours.

However, cosy BBC drama this is not, as amongst the sumptuous art direction and perfect ear for the genre from Wieden+Kennedy London, comes the devilish comedic touch of Pulse director Ninian Doff.

Full of 'how did they get away with that' moments to delight (a man waving a severed horse leg at a caged lad being an image to cherish), and with a delicious Father Christmas: Origins (Oliver) twist at the end, this fun and fulsome spot adds just the right amount of cheeky wit to the winning Sainsbury's Xmas recipe.

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