Sainsbury's again...

My post yesterday about Sainsbury's latest TV ad campaign predicted a Christmas instalment where we'd be treated to an insight into the life of a fictitious family. Sure enough, last night there was the advert, introducing us to (if I remember them correctly) the fictitious shop worker's son Billy. We heard about his best friend, Auntie Jen, and even Billy's teacher. Why go to the trouble of inventing so many unseen characters? It's all in aid of nothing more than getting us to buy our mince pies at Sainsbury's and not Tescos. Price alone, it seems, is not enough. We must be made to feel as if we belong to get us spending. I wonder if it's possible to get too schmaltzy in Christmas adverts? With a recession looming and retailers fighting over dwindling disposible incomes, we may not have long to wait until we find out.