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A message of unity set on the darkest of stages 100 years in the past. As a thirty-something American, I see nothing wrong with this. Anytime we can break down the barriers that separate peoples to show that we're all driven by the same basic desires, (in this case, food and a longing for family) it can only be considered a positive message.

Now, as far as relaying a product or brand, way to miss the target, Sainsbury's! As a commercial, it reminded me of those jean or perfume ads from the '90's where there were lots of images, music, inane chatter, and suddenly at the end a brand name and product would pop up. This one took it a bit further though. I had to google just what Sainsbury's is, and frankly, I fail to see what they have to do with trench warfare or impromptu international rugby matches.

Still, this was neat to watch, and far more entertaining than the multitude of drivel that US television bombards us with.

The sad thing is that a commercial showing an act of peace and humanity is 'controversial' -- apparently because somebody else insists that we hate and/or kill the other guy.

I think the "controversial" bit is more about the subversion of the image and act by using it for advertising.

Could be. I may be seeing through a political lens.

My take is that this is more than just an ad, but a plea for peace. It is a true story, I have a newspaper page
that was saved by my grandfather that tells the whole story. It also tends to verify an opinion I have heard
from many of the vets I know, and that is that if wars were left solely up to the foot soldiers, there would
be no wars. By the way, the "Englische" loved the food shared by the Germans. The Germans did not like the
British treats so much. I hope the Brits didn't try to serve Haggis or kidney pudding.