Every year, advertisers compete to ‘win’ Christmas. It’s become the UK’s equivalent of the Super Bowl.

We wondered if a Christmas ad could do more than just sell things.

Could it do some good as well?

2014 marked the 20th anniversary of Sainsbury’s’ partnership with the Royal British Legion – and the centenary of the First World War.

We wrote a script based on the famous Christmas Truce of 1914.

The story ends with young British soldier giving a young German soldier a simple Christmas gift: a bar of chocolate.

The same bar of chocolate went on sale in Sainsbury’s store across the country, with all proceeds going to the Royal British Legion.

Sainsbury's is a long time supporter of the British Legion - the UK's leading veterans charity.

This spot dramatised the famous 'Christmas Truce' of 1914, during the First World War.

The chocolate bar featured in the ad was sold in Sainsbury's stores - with all profits going to the veterans charity.