Is the Sainsbury’s advert cynical or sincere?

I CAN’T believe the insensitivity of the Sainsbury’s Christmas ad. Obviously, a meeting of ‘suits’ thought an advertisement based on World War I would be topical and tug on a few heartstrings. Did they not think how cheap it looks to use such a momentous historical event to advertise the tawdry commercial spectacle that Christmas has become? There are thousands of people still alive whose grandfathers and great uncles met horrific deaths in the trenches, but these fools think it’s a fit subject to entice us into their shops to buy mince pies. Shameful.

DAVID BALL, Marlow, Bucks.

I WAS disgusted to watch the world war I advert from Sainsbury’s, which depicts the Christmas truce of 1914 between British and German troops, and is being used to promote the sale of chocolate. This is most inappropriate at a time of remembrance — a cynical hijacking of the occasion for commercial ends.

DUNCAN BIRNIE, former Royal Engineer, address supplied.

MOST TV adverts at this time of year are for stores churning out their wares, all pulling at the heart-strings with slick presentations of why Christmas is a time to spend money, even though many people can’t afford to do so. The most important thing about Christmas, though, as the Sainsbury’s advert explains, is ‘sharing’ — as exemplified by the Christmas Day truce 100 years ago.

TIM MCMAHON, Fuensanta, Spain.

IN THIS war anniversary year, an advert focused away from overconsumption can only be good for our society. It is a way of using the occasion to advertise Sainsbury’s, yes, but how is that taking advantage? I’m glad Sainsbury’s has tapped into our feelings regarding the sacrifice of all servicemen and women. And as the advert was made in collaboration with the British Legion, I’ll buy the chocolate.

PAULINE SKELTON, arnold, Notts.