History as advertising becomes advertising as history. Compare 1) the sanitized, sickly sentimental 2014 Sainsbury’s Christmas commercial Christmas is for Sharing, which uses the 1914 Christmas truce between German and British soldiers in WWI as a feel-good branding opportunity, with 2) this 15-minute piece of oral history about the truce, told by the men who lived it, in Radio 4’s documentary Voices of the First World War. Under the Christmas is for Sharing clip on youtube it says, ‘The chocolate bar featured in the ad is on sale now at Sainsbury’s. All profits (50p per bar) will go to The Royal British Legion and will benefit our armed forces and their families, past and present.’ As if that makes exploiting this moment of history (and the people who lived it) to position and promote the Sainsbury’s brand okay. It doesn’t. If its philanthropic intentions were genuine, Sainsbury’s could simply make the donation without subjecting its target audience to the highly manipulative, beautifully shot (but poorly acted) 3 minutes and 15 seconds of branded history.
In the last of the series for 1914, veterans of the First World War recall the few hours of impromptu ceasefire on 25th December 1914, when German and British troops mingled and played football in No Man’s Land on the Western Front. Drawing on the recollections of soldiers in the oral history collection of the Imperial War Museum and the BBC archive. Narrated by Dan Snow.
About the series:
There are now no living veterans of WW1, but it is still possible to go back to the First World War through the memories of those who actually took part. In a unique partnership between the Imperial War Museums and the BBC, two sound archive collections featuring survivors of the war are brought together for the first time. The Imperial War Museums’ holdings include a major oral history resource of remarkable recordings made in the 1980s and early 1990s with the remaining survivors of the conflict. The interviews were done not for immediate use or broadcast, but because it was felt that this diminishing resource that could never be replenished, would be of unique value in the future. Among the BBC’s extensive collection of archive featuring first hand recollections of the conflict a century ago, are the interviews recorded for the 1964 TV series ‘The Great War’, which vividly bring to life the human experience of those fighting and living through the war.
