An Active Childhood Stays With You

Sainsbury’s has today unveiled a TV advert, to promote the Sainsbury’s Active Kids scheme, starring ambassadors David Beckham and Ellie Simmonds. Sainsbury’s’ Active Kids is a nationwide initiative to help children lead healthier, more active lives.

 

The advert, a nostalgic tribute to fun childhood activities - from a bike ride to school with dad, to building dens in an allotment - showcases children’s love of active playtime. Beckham and Simmonds both feature in the advert reminiscing about their favourite childhood activities and show how you never forget an active childhood, and encourages people to get involved in the Active Kids voucher scheme.

 

 

Following a year of unprecedented success in British sport, Sainsbury’s Active Kids 2013 scheme aims to build on the interest and excitement that was generated last year and harness the desire and enthusiasm generated, hoping to inspire a generation of children to get more active. 

 

The ad will be airing at 19:15 on Tuesday 26th February during the Emmerdale advert break.

 

Created by AMV BBDO, the TV adverts were produced by production company Academy and directed by Martin De Thurah. 

 

Beckham also continues his role as Active Kids ambassador championing the Sainsbury’s Active Kids Challenge, encouraging schools, groups and clubs to complete six weeks of challenges, including the David Beckham’s 1 Minute Challenge. Organisations that complete all six weeks of the challenges get the change to win places at the Active Kids Challenge Live! event to meet Beckham and Simmonds. 

 

Active Kids ambassador, David Beckham said: “I know first-hand how important it is to get active from a young age and now as a father of four, it’s more important to me than ever to help pass that message to children. 

“Some of my happiest childhood memories involve the simplest activities, so I’m proud to be fronting the 1 Minute Challenges and helping children – of all ages and abilities – to enjoy moving and getting active.”

Active Kids ambassador Ellie Simmonds said: “Now is the time to make sure we’re maintaining children’s excitement around sport, and in particular Paralympic sport. We made great progress last year and schemes like Active Kids will help to continue that to make sure the next generation is active and involved in a huge range of activities.”

 

Mark Given, Head of Brand Communications, Sainsbury’s says said: ““This is a scheme that we’re very proud of and are delighted to have David and Ellie involved to help us take Active Kids to as many children across the UK as possible. 

 

“The advert highlights childhood memories and moments that are important to all our customers and colleagues and we hope that it will re-kindle the joy and sense of fun we all remember as children helping to inspire parents and kids to get active together.”

 

Customers can collect Active Kids vouchers when they shop at Sainsbury’s until 22 May 2013 (exclusions apply). Registered organisations, including schools, nurseries, scout and guide groups and sports clubs, can redeem Active Kids vouchers for a range of equipment and experiences to help get kids active. For more information, customers can log onto www.sainsburys.co.uk/activekids.

 

Credits

 

Production Company: Academy

Director: Martin De Thurah

Creative Agency: AMVBBDO

Art Director: Colin Jones

Copywriter: Andy Amadeo

Media Agency: PHD