Watch: Behind the scenes of Sainsbury's Mog Christmas ad

Sainsbury's aired its Christmas ad last night (12 November), reviving children's book character Mog the cat through CGI technology.

The supermarket approached author Judith Kerr and her publisher HarperCollins Children’s Books to create a new Mog story about Christmas. The three-and-a-half minute film mixes live action and animation and is accompanied by a book version, which will be sold in Sainsbury’s stores along with a soft toy to raise money for Save The Children.

In the video, Sainsbury’s and Abbott Mead Vickers BBDO, the agency behind the ad, explain how they went about bringing Mog to life.  

Kerr said: "I never really thought I’d see Mog in 3D. The original Mog I think never thought that would happen to her."

AMV’s joint executive creative directors, Adrian Rossi and Alex Greive, came up with the idea. The TV spot was directed by James Rouse through Outsider. 

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free