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17 November 2020 16:36

Christmas Day John Lewis & Partners Christmas advert John Lewis & Partners

Defiant Sainsbury’s defends Christmas ad after racists threaten boycott over black family

Racist shoppers have threatened to boycott Sainsbury's over its new Christmas advert. Maybe if all shops do an advert with a black family, all the racists won't have anywhere to get food and will die off! Sainsbury's responded to the comments and said the supermarket is for "everyone" and it's advertising should reflect that. "We are proud that our advertising represents the diverse communities we serve and our Christmas campaign features three stories of three different families. Some wondered why the trolls weren't outraged by Aldi's Christmas advert, which features a family of carrots, yet they were about the one featuring a black family (Credit: Sainsbury's) "People really want to complain that they can't relate to a black family starring in the Sainsbury's Christmas ad when Aldi's ad is literally a family of carrots," said one.

I don't recall mass complaints about that but Sainsbury's shows a black family enjoying lunch together and suddenly folk are outraged," said another. "Seen a lot of people threatening to boycott and never shop at Sainsbury's again for depicting a black family at Christmas. So maybe if all shops do an advert with a black family, all the racists won't have anywhere to get food and will die off!" another stated. A Black family star in one wholesome Sainsbury's Christmas advert this year (Picture: Sainsbury's) If you only heard and couldn't see the latest Sainsbury's Christmas adverts, you'd hear family members having typical run-of-the-mill conversations checking in on each other, excited for the festive period and a sense of genuine love between them. I'd say it's unfathomable that some people – and to be clear, by some people I mean racists – would feel so passionately furious simply because the family starring in the Gravy Song advert is Black, but this has unfortunately become our reality.

Do you know how racist you have to be to go to bed in a bad mood because Sainsbury’s has black people on their advert 🤣🤣🤣🤣🤣🤣🤣🤣 — Loso🇬🇩🇬🇩 (@_LouisGreen) November 16, 2020 It felt like we were finally being seen, at least in one aspect, when Amazon and Sainsbury's opened the floor for Black people to have starring roles in their adverts. One historic issue with British TV is that there are so few opportunities for people of colour, particularly when it's not directly about being Black or related to their ethnicity. Gravy Song, one of three adverts Sainsbury's is releasing this Christmas, features a Black family simply enjoying a normal Christmas Day without the actual focus being on their race. Of course, there shouldn't be a problem if Sainsbury's only Christmas advert this year starred only Black people, but do the racists realise there is another advert with a white family? What I can't wrap my head around is what they're actually mad about – the last time I checked it wasn't a crime for Black people to celebrate Christmas – but then to try and understand the mind of a racist is a lost cause anyway.

Celebrating Christmas carefree with our families is probably the biggest request on all our wish lists this year and it shouldn't be a crime to do so whether you're Black, white or other. MORE: Sainsbury's defends Christmas advert as customers threaten to boycott store for featuring black family Sainsbury's supermarket has defiantly defended its 2020 Christmas advert after racists threatened to boycott the store. The ads aim to celebrate culinary memories with loved ones and hope to transport viewers through time by centring around three personal stories of modern British families and their connection to Christmas food. The first - named The Gravy Song - follows the story of a black British family reflecting on previous Christmases and sharing their hopes to be reunited this year amid the coronavirus pandemic. After the tender film aired a number of enraged racists took to Twitter to fume about the mega supermarket featuring a black family in the footage and claimed that they would stop shopping at the store.

One wrote: "Fuming.....just seen the @sainsburys Christmas advert. " @sainsburys Worst advert I've ever seen, I'm going to pack my bags and move to Lagos where they know how to treat us white people!!! And proving that Sainsbury's are ignoring the racist hate, a spokesperson for the brand told Metro that the supermarket is for "everyone" and that they wanted their advertising to reflect that. "We are proud that our advertising represents the diverse communities we serve and our Christmas campaign features three stories of three different families. Neither can I" and "If the first thing you notice when you see this advert is the skin colour of the family enjoying the Christmas festive spirit, then you are the problem." Sainsbury's has issued a statement responding to backlash about their new Christmas advert after they featured a Black family. He then bursts into song about his gravy, seeing the daughter cringe on the other end of the phone line before saying she "hopes" she can be home for Christmas this year. The advert shows home footage of a family's Christmas (Credit: Sainsbury's) However, the feel-good had has received a vile backlash on social media, with a number of trolls criticising Sainsbury's for using a Black family to tell the story of their commercial.