Ringan Ledwidge won worldwide praise for his epic, moving holiday ad for Sainsbury's, which recreated the 1914 Christmas truce and football match during World War One. While somewhat controversial (one U.K. article asked whether the ad, by AMV.BBDO, was a "dangerous and disrespectful masterpiece"), the industry loved it, and it was the top most watched ad of 2014 on YouTube.
The ad was well received by industry and consumers alike. It was a mammoth storyboarding process that James really enjoyed. "Working with Ringan is a pleasure and his projects are always exciting".
If you haven't seen the ad, on Christmas Eve, men from the British Expeditionary Force heard German troops in the trenches opposite singing hymns and patriotic songs. Messages were shouted between the trenches and, the following day – Christmas Day,an impromptu truce was arranged.