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James Corden steals the show in Sainsbury's Christmas advert – watch!

Ainhoa Barcelona
Ainhoa BarcelonaContent Managing Editor
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Could James Corden get this year's Christmas number one?

The presenter has lent his star power to Sainsbury's by appearing in their three-and-a-half-minute Christmas advert.

James plays the voice of Dave, a devoted and loving dad who never has time to spend with his family. He wracks his brain, trying to think of the best presents he can give to his wife and children.

The Greatest Gift | Sainsbury's Ad | Christmas 2016

Dave then has a eureka moment, and creates toy replicas of himself to stand in at work and do the Christmas shopping, so that he doesn't miss out on any family moments. He can now multi-task without having to be away from home!

The supermarket giant has kept its tagline "Christmas is for sharing" and this year has partnered with Great Ormond Street Hospital, the charity that helps seriously-ill children be with their loved ones.

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james corden1

Dave has a eureka moment and finds a way to spend time with his family

Sainsbury's will be selling £1 gingerbread Daves, which feature in the advert, and £5 animation kits, with money going to the charity.

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The supermarket's spokesperson Sarah Kilmartin said: "We think many families will be able to relate to the idea that Christmas can be such a busy time that it can be hard to prioritise simple family time together.

"We hope our advert will remind people of that while providing some light-hearted entertainment for the whole family to enjoy."

james corden2© Photo: Getty Images

James Corden stars as Dave the hard-working dad

The short-story advert made its debut on Sunday night, taking up a whole break slot during ITV's I'm a Celebrity... Get Me Out of Here!

The lengthy commercial is the first in the UK to be created using stop frame animation. It comes after John Lewis, Marks & Spencer, Waitrose, Aldi and other major retailers launched their adverts this month.

James also tweeted a link to the segment, writing: "If you have 3 minutes and 20 seconds have a look at this..."