All looks bleak, but, as this is Christmas after all, it would be sacrilege for the advert not to have a happy ending. The advert, alongside its feline protagonist, is mischievous, mental and mad about eggs (who knew this was a cat’s favourite food?), as the clumsy Mog manages to cause havoc whilst fast asleep, burning the turkey (why is it already in the oven?), and causing smoke damage to her owner’s home. Continuing with this theme, Sainsbury’s have returned this Christmas, with a definitively more light-hearted, comical and at times heart-rending advert, featuring children’s favourite Mog the Cat. The book is joyful and has some of her finest illustrations to enjoy.Last year, retail giant Sainsbury’s retold the touching true story of enemy soldiers during World War One, who met in no-man’s land to share food and play football, as a reminder to us that ‘Christmas is for sharing’. “HarperCollins Children’s Books have been Judith Kerr’s publishers for over 50 years, and her Mog stories have enchanted generations of children. “What better way to celebrate the festive season than with the gift of storytelling by putting a book at the heart of Christmas,” said Ann-Janine Murtagh, executive publisher at HarperCollins Children’s Books. Sainsbury’s is launching the TV ad with a major push across 50 TV channels simultaneously at 7.15pm, known as “road blocking”, with an extended 3 minute 30 second version. We’re proud to be creating a magical new Mog story to be enjoyed by parents and children.” “For many families the sharing of stories is an important part of their Christmas celebrations. “More than any other time of the year, the Christmas season is when people come together with family and friends to share simple moments and kindnesses,” said Mark Given, director of planning and propositions at Sainsbury’s. Sainsbury’s heart-warming tale, which sees the neighbours come together to share what they have so Mog’s family can have a perfect Christmas, may well give John Lewis’s £7m tear-jerker Man on the Moon a run for its money as best ad of the festive season. ![]() Kerr said that Mog’s resurrection is not out of character as the series of books was never written in a chronological sequence, with the catflap always left open for a new tale. The 92-year old Kerr, who was born in Germany but fled to Britain in the 1930s as the Nazis rose to power, makes a cameo appearance in the TV ad. “I have enjoyed illustrating Mog again after so many years and am thrilled that this special Christmas story will help raise funds for Save the Children and the important work they do for children’s literacy,” said Kerr, whose books include The Tiger Who Came to Tea and the autobiographical When Hitler Stole Pink Rabbit. ![]() ![]() The ad and book, both called Mog’s Christmas Calamity, have been created in conjunction with Kerr’s publisher HarperCollins with all profits from sales of the book going to Save the Children to support their literacy work. The TV ad breaks on Thursday, telling the tale of how the Mog manages to destroy a kitchen on Christmas Eve in a series of unfortunate incidents – but ends out being praised as the hero of the hour for accidentally alerting the fire brigade. ![]() As part of the campaign Kerr has created the first new book since 2002’s Goodbye, Mog, in which the egg-loving feline dies of old age, which will be sold exclusively in Sainsbury’s.
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