TV Christmas ads for the major retailers are big business in the UK, with fierce competition to be the biggest, the best, and the most tear inducing. Leading supermarket Sainsbury's 2016 offering was 'The Greatest Gift', a heartwarming affair about a guy who wants to spend more time with his family. The three and half minute long ad also showcased how other local families were spending Christmas.
This is where we briefly see a same-sex couple with a baby. Some press outlets reported that the next family up was also a same-sex couple and child, although it was less clear cut with others interpreting the family dynamic as father and son.
Head of Broadcast Comms at Sainsbury’s, Sarah Kilmartin, said at a press conference: "We wanted to reflect a modern Britain and a diverse Britain. That’s what we feel like we’ve done throughout the whole piece of work. We’ve made sure we’ve got a true reflection of what we see out there every day."
You can watch the full ad below: