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16 November 2020

Different gravy.

by Jason Stone

Sainsbury's: “The Gravy Song” - 60s

Sainsbury's Christmas advertising focuses on specific aspects of what helps make a special family occasion. Apparently pieced together from family archives, this is a celebration of the little details which make Christmas unique for individual families. In this case, it's dad's gravy that's the focus of attention and we see him presenting it on the big day with a sense of ritual that makes clear his pride in both it, and the gathering around him.

It's an affecting piece of work and it has drawn a strong reaction on social media. Many white inhabitants of this country are angry because Sainsbury's had the temerity to cast a Black family in one of their three Christmas commercials, and they don't feel that they "represent the United Kingdom". These same punters didn't issue a murmur of protest when Argos's advertising featured an alien family so perhaps they should rethink their line of attack by simply owning their racism.

It says a lot that Sainsbury's social media team had clearly been briefed on handling racists ahead of the ad's broadcast. And it was just as well they were as Twitter was awash with tiresome indignation, and they handled it beautifully.

Thankfully, the bigotry was drowned out by praise from Black people (many of whom were especially pleased that a dark-skinned family were cast, because they feel this is the most under-represented group), and white allies angered by the racists.

Film Production: Pulse Films Ⓟ Ⓦ
Director: thirtytwo Ⓟ Ⓦ
Producer: George Saunders
Executive Producer: James Sorton
Editor: Eve Ashwell ♀ Ⓟ Ⓦ @ The Assembly Rooms Ⓟ Ⓦ
Film Lab: Cinelab London Ⓟ Ⓦ
Colourist: Lewis Crossfield @ Time Based Arts Ⓟ Ⓦ
Sound Designer: Anthony Moore / James Utting @ Factory Ⓟ Ⓦ
Audio Producer: Deborah Whitfield
Composer: Zebedee Budworth
Voiceover: Ingrid Janssen-Armstrong

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.