Sainsbury’s has brought back beloved children’s book character Mog, Britain’s favourite forgetful cat, in what is sure to be one of the festive season’s most magically nostalgic ad breaks.
Mog’s mishaps and adventures have been bedtime story staples since 1970, and this time, her penchant for calamity is animated on screen in a three-minute advert.
Judith Kerr, the 92-year-old author of the Mog books as well as The Tiger Who Came to Tea, has penned a new book for the Sainsbury’s campaign – and even makes a cameo in the clip, which will raise money to support child literacy.
Mog’s Christmas Calamity will be the first book Kerr has written and illustrated in over a decade.
Both the book and advert are something of a Christmas miracle, considering that the star bid her final adieu in 2002’s Goodbye Mog; a tear-jerking finale to the kitty chronicles where dear old furball finds fresh digs in pet heaven.
(So for those kids who’ve already laid Mog to rest, this resurrection may be a slightly confusing experience.)
The animation was produced by the same company that made the smash-hit Paddington bear movie, but apart from the cat’s endearing slow-wittedness, it’s Kerr’s inimitable illustrations, perfectly capturing the feline’s adorable idiosyncrasies, that make Mog such a timeless character – which CGI, no matter how impressive, can’t quite replicate.
Still, this isn’t about artistic value – it’s a Sainsburys ad. It does the job. And if Mog (or the spirit of Mog, at least) doesn’t make you feel all warm and fuzzy and Christmassy inside, nothing will.