Usually with Firecracker we pick brands that have captured our attention in a good way. This month, we’re choosing the Sainsbury’s Christmas advert, that has captured everyone’s attention, full stop (if you haven’t seen it, watch it here). The ad recreates the infamous Christmas football match during the first world war.  On the upside, Sainsbury’s is praised, seen as an inspiration for sharing and the public has backed the campaign by buying the chocolate bar which features in the advert since all the profits go to the Royal British Legion. On the down side, the supermarket has faced huge backlash, with the advert being call distasteful and disrespectful for using war to increase sales at Christmas. Either way, it really was a ‘cracker’ of an ad and Sainsbury’s received a hugely emotional response from the public.