Watch the full ad here:

Ian's thoughts:

"For me, the Sainsbury's advert based around the 1914 Christmas truce on the Western Front was a masterpiece.

Admittedly, I am biased as both a historian and, more recently, a war historian but the advert managed to portray all the themes associated with Christmas - peace, comradeship and friendship, the putting aside of quarrels even for one day - and put them in a beautifully produced and historically accurate production.

It is often said that consumers do not like adverts but it is hard to see how anyone could not have failed to have been moved by this. We talk a lot about the rise of mini-dramas but this advert - over 3 minutes long - was a masterpiece in itself."