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East Ham pupil plays starring role in Sainsbury’s Christmas advert

PUBLISHED: 14:00 12 November 2018

Tia Isaac from East Ham was the star of Sainsbury's 2018 Christmas advert. Picture: Sainsbury's

Tia Isaac from East Ham was the star of Sainsbury's 2018 Christmas advert. Picture: Sainsbury's

Archant

An eight-year-old from Newham is the lead in the Sainsbury’s Christmas advert.

Tia Isaac from East Ham plays a nervous star in the Christmas concert, who steps on stage to perform You Get What You Give by New Radicals.

Tia has been singing and dancing since she was two-years-old, but this is her first role on the screen.

She said: “The hardest part was getting over my fear of lots of people but I’m going to sing the song for my mum’s mum.”

Tia recently landed a role in the musical Annie, which goes on tour next year.

The Sainsbury's advert was directed by Michael Gracey, director of The Greatest Showman, and depicts a children's Christmas concert. Picture: Sainsbury'sThe Sainsbury's advert was directed by Michael Gracey, director of The Greatest Showman, and depicts a children's Christmas concert. Picture: Sainsbury's

In the ad, the pupil timidly struggles through the first few lines, before coming out of her shell and stunning the crowd, supported by a backdrop of human baubles, Christmas lights and snowflakes.

The back up performers were made of 60 students from across the UK, some as young as six-years-old. The advert features real reactions from the audience, and some of the cast’s parents are shown watching their children for the first time.

It was directed by Michael Gracey, who directed The Greatest Showman.

He said: “I was honoured to be part of bringing Sainsbury’s new Christmas campaign to life. Fuelled by the passion and talent of an incredible cast and crew, we set out to craft an ad that embodies the joy and imagination of the festive season.

“We hope it’s a message that resonates with people from all walks of life this Christmas.”

Sainsbury’s Laura Boothby added: “We have set out to create an advert that captures the passion, emotion and excitement of the festive season, in a setting that’s familiar to us all, no matter how old we are.

“The school show is a flagship Christmas moment for many – the evenings spent frantically learning lines, the inventive costumes – the whole family truly plays a part. This made it the perfect setting to bring our Christmas message to life.”

The advert will premiere during tonight’s (Monday’s) Coronation Street on ITV. Tia’s version of the song will also go on Spotify, and her costume will be available from Sainsbury’s for £8.

Tia Isaac begins her performance nervously peeking out of her star costume. Picture: Sainsbury'sTia Isaac begins her performance nervously peeking out of her star costume. Picture: Sainsbury's

The advert features a nervous star, Christmas camel and a string of fairy lights with a human plug socket. Picture: Sainsbury'sThe advert features a nervous star, Christmas camel and a string of fairy lights with a human plug socket. Picture: Sainsbury's

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