Sainsbury’s 2017 Christmas campaign celebrates Every Bit of Christmas via an upbeat, festive song. As an extension of the campaign, Gravity Road has launched a fun, social-led series of videos featuring three pairs of celebrity pals saying lines from the song – with a twist. Each pair of celebs has been challenged to say it while playing Speak Out, the game where players try and articulate themselves while wearing a mouthpiece.Featured in the videos are Kem Cetinay and Chris Hughes of Love Island fame, Rylan Clark and Alison Hammond from This Morning and TV presenters Rochelle Humes and Stephen Mulhern. We see them all take it in turns wearing the Speak Out mouthpiece and trying to say a line from Sainsbury’s Every Bit of Christmas song. The videos will be available to watch through the Sainsbury’s social channels and also via the celebrities’ Instagram, Twitter and Facebook pages.The series is a first step in experimenting with direct conversion to purchase around entertainment content on social platforms. Speak Out was a sell-out last Christmas, with customers snapping up stock of the game within a matter of days. This year, both Sainsbury’s and Argos (which the supermarket acquired last year) are selling the game. All the social content will link directly to the product page on the Sainsbury’s website.CreditsCredits:Agency – Gravity RoadFounder & Executive Creative Director – Mark EavesCreative Director - Shruti VeeramachineniBusiness Director – Jacinta SzumanAccount Director – Prachi ViraniAccount Manager – Miranda WitchellDirector - Chris FaithEditors – Ten ThreeExecutive Producer – Angelica Polonczyk/Camille Hamish-Oakes