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:lolol: Dang it. Busted.

Nicely put. Couldn't have put it better myself. And to be clear, I'm not upset by it. I'm not offended by it. I just don't agree with Sainsbo's using it.

But then a war film is something I may actually decide to pay to go and see. Sainsburys are just pushing a load of highly sanitised, schmaltzy, soft-focus wartime imagary on primetime TV in the hope that I'll go and buy my spuds and mince pies at one of their stores. Whats next - the...

Yup. I feel dirty.

Donations aside, Sainsbo's aren't doing it out of the kindness of their hearts, they're ultimately looking for a return on it, that's what advertising is for. Its what its all about. And using this event in history in order to peddle their wares just doesn't sit well with me. Guess I'm just...

Its certainly no bad thing to reflect on those horrific events, or be moved by it. Its just a bit of a shame that it takes a glossy, contrived, airbrushed supermarket ad to bring it to peoples attention.

World War I, now sponsored by Sainsburys. Don't miss our 2-for-1 offers on Cheeselets...really Somme-thing special. Delightful.

You're not ACTUALLY being serious there...are you ? Please tell me you're not.

Exactly. As has been alluded to, there's no such thing as bad publicity. Like I said, job done. I don't even watch ads (I'm a notorious flicker with the remote), so the fact I've already seen this dross from start to end, and am actually engaging in conversation and debate about it, means...

Which begs the question, if they didn't think they were going to flog a few extra christmas puds, deodorant gift sets and frozen prawn vol-au-vents off the back of their glossy, sentimental WWI trench warfare ad, then why bother in the first place ? I think some subjects are probably best left...

Not sure I'm overly comfortable with using tales from the WWI trenches to flog groceries to us, considering the young men portrayed in this rather saccharine, airbrushed portrayal were probably lying dead in the mud a few days later. But if it helps Sainsburys win the supermarket wars this...

Considering they'd been living in squalor in a muddy trench for months, I was quite surprised at how immaculately turned out they were for this game. Fair play to them for that.