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Sainsbury's: Comic Relief 2011

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Sainsbury’s via AMV BBDO, London launches Comic Relief TV campaign with Jamie Oliver. Jamie Oliver is back in a new nationwide TV advert for Sainsbury’s to be aired for the first time on Wednesday 2nd February during the commercial break for Emmerdale. The 30 second ad shows Sainsbury’s customers and colleagues getting into the Comic Relief spirit by dressing in a variety of bizarre costumes and ‘Doing Something Funny for Money’.

Sainsbury’s has supported Comic Relief since 1999 and in that time has helped to raise over £48 million for good causes. Sainsbury’s colleagues always make a huge difference with their fundraising efforts and have raised £7 million alone.

The advert was created by AMV BBDO and directed by Sam Cadman on location in Sainsbury’s Sydenham store in South London. Sam is an acclaimed director who worked on the hit show ‘Trigger Happy TV’ and has also directed adverts for McDonalds and Ikea.

For more information on Sainsbury’s and Comic Relief, including some great ideas about how you can help raise money, visit

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