Oh puuuhlease! The trench warfare of the first world war was one of the most disgusting, heinous, awful situations humanity has ever inflicted on itself.
To depict this in a beautiful, crafted, sickly advert to make us spend more money at a supermarket is beneath contempt.
I will not be touching Sainsburys with a barge pole this Christmas. This advert is disgusting. It is completely out of context. The truce football happened in December 1914 just after the war started and before the real horrors started. Yes, it really happened. But Hitler was really nice to (non-Jewish) children. So why not show an advert showing Hitler being nice to children without mentioning the Holocaust? That’s how ridiculous and distasteful it is. The British Legion thing is not only a fig leaf, they are seeking to burnish their image by being involved with the British Legion while drawing people in to spend more money. The whole thing is utterly disgusting.