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Sainsbury's has resurrected Mog, the cat from the children's books series, for its Christmas ad.

The supermarket’s agency, Abbott Mead Vickers BBDO, persuaded the 92-year-old Mog author, Judith Kerr, to write a new story despite having killed off the character in a 2002 book. The three-and-a-half-minute ad tells the tale of a community coming together to help Mog’s family after the cat accidentally burns down their kitchen. Sainsbury’s has partnered with Save the Children in aid of child literacy as part of the campaign. It was written by Alex Grieve, art directed by Adrian Rossi and directed by James Rouse through Outsider.