Narramatics for three proposed television commercials

Narramatics for a series of three proposed Sainsbury’s television commercials.

These narramatics (similar to animatics) consist of a series of images with a voiceover to give an impression of what the proposed commercial would look and sound like. They are generally cheaper than the full costs of production for a commercial and would typically be used to test the ideas and assess whether full production should go ahead or not, and if so whether any changes should be made.

Each proposed commercial features a rhyme similar to a traditional nursery rhyme but reflecting the story in that advert and promoting Sainsbury’s. It is stated that the commercials would have been filmed using claymation (stop-motion animation using figures made of clay or other malleable material). No finished advertisements were found similar to these narramatics in the archive, so it seems likely that this series was rejected.

The voiceover on the proposed commercials is actor Peter Sallis or someone with a similar voice. Another voice introduces each commercial.

The three proposed commercials are:
1. “Mary Had A Little Lamb” – set in a dinner party, with the host Mary serving a joint of lamb. One of the guests worries about the cost of it on a charge card, and explains that “Good Food Costs Less at Sainsbury’s”. She knows this, and implies the meal was purchased at Sainsbury’s.
2. “Jack & Jill” – Jack and Jill are going “up the hill to buy a bottle of Chablis”. Jack is worried about money and potentially losing his job, and explains they need to make savings. Jill explains not to worry as “Good Food Costs Less at Sainsbury’s”.
3. “Little Jack Nitpick” – about Little Jack Nitpick and his mother going on a picnic, where he is disappointed by his poor quality pie from another shop and the picnic is abandoned. They should have realised that “Good Food Costs Less at Sainsbury’s”.

Duration: 4 minutes 26 seconds.