A new Christmas ad released by British supermarket company Sainsbury's features a scene from the trenches of World War I to highlight its 2014 holiday message: "Christmas is for sharing."
The ad begins on a snowy Christmas Eve in 1914, when soldiers of the Allied and Central Powers were confined deep in their respective trenches with little food or warmth.
As the soldiers look over their meager rations, British soldiers overhear a chorus of German soldiers singing "Silent Night" from a nearby trench. Upon hearing the German serenade, British soldiers join in and the two rival units begin singing in unison.
When morning arrives, a British soldier emerges from his trench and, after narrowly avoiding German gunfire, makes peace with a German soldier who approaches cautiously. The two sides make peace, pose for pictures, and engage in a spirited game of soccer.
However, the fairy tale comes to an end after explosions in the distance prompt all the soldiers to return to the trenches--but not before two of the soldiers exchange gifts.