Sainsbury's Christmas advert won't be investigated after racist backlash

Advertising watchdog ASA has revealed it won’t be investigating the Sainsbury’s Christmas advert.

The supermarket giant received criticism from some shoppers online for ‘not representing them’ after it featured a black family.

Some even threatened to boycott Sainsbury’s after the festive ad was first aired on Saturday.

However, the advertising watchdog has since ruled out an investigation as it shut down the racist complaints.

A spokesperson for ASA confirmed to Metro.co.uk, that they received five complaints regarding the advert, and that they won’t be taking any further action.

They explained that they had assessed the advert and concluded that it ‘does not breach advertising rules’, therefore they won’t be taking any action against it.

The advert titled The Gravy Song, features a father and daughter on the phone as they discuss the dad’s famous gravy, which he makes every year for Christmas.

As the father and daughter chat, a montage of Christmas memories is shown on screen, showing them cuddling on the sofa, family members opening presents and the dad joining in with his daughters as they dance in their kitchen.

It also depicts the dad making his signature gravy, prompting him to start singing his gravy song in the most cringe-worthy yet lovable dad-like manner possible.

Defending their festive ad, a spokesperson for Sainsbury’s explained that their supermarket is for ‘everyone’ and they wanted their advertising to reflect that.

‘We want to be an inclusive retailer where people love to work and shop,’ a spokesperson told us.

‘We are proud that our advertising represents the diverse communities we serve, and this year’s Christmas campaign simply reflects three stories of three different families celebrating Christmas in their own way.’

‘Sainsbury’s is for everyone, and it’s important our advertising reflects this. The negative response of a vocal minority won’t stop us from representing modern Britain,’ they added.

Following the backlash, Diversity’s Ashley Banjo couldn’t help but poke fun at the outrage, as he welcomed the supermarket to the ‘trigger the racists’ club’, after his Black Lives Matter dance on Britain’s Got Talent earlier this year prompted thousands of Ofcom complaints.

‘Dear [Sainsbury’s] your application has been accepted… Welcome to the ‘trigger the racists’ club,’ Ashley joked on Instagram.

Munya Chawawa also addressed the criticism in the best way ever.

Taking to social media, the comedian shared a video of himself, where he played both a Sainsbury’s manager and a racist man who demands to see the manager to complain about the Christmas ad. 

https://www.instagram.com/p/CHtNx7-B4z4/

He said in the video: ‘You know, 10 years ago, the only coloured thing in here was the bags’, with the manager responding: ‘Yep, well, time flies when you’re being a racist.’

The customer replied: ‘Nah, I ain’t a racist, I just don’t like your Christmas advert. I wanna see something who looks like me’ – with the manager directing him to the ‘gammon in aisle seven’.

Further complaints include the world foods aisle being ‘like bloody Mumbai down there’ and that Frosty the Snowman is now probably called ‘Mukhtar the Snowman’.

In just a day, the video has been viewed over 460,000 times,

Metro.co.uk has reached out to Sainsbury’s for comment.

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