Mog the cat returns in Sainsbury's Christmas advert - in CGI
Disaster-prone Mog the cat has been resurrected for Sainsburys' Christmas advert.
The much-loved children's book character Mog is the star of the supermarket's Christmas campaign set to up the stakes in the battle for hearts and spending while raising money for child literacy.
The ad - stretching to an epic three minutes and 30 seconds - features the calamitous cat in a brand new Christmas tale written by the author of the original series Judith Kerr, who even makes a cameo appearance.
Kerr, 92, who has sold more than nine million copies of her Mog books and The Tiger Who Came To Tea, sends the beleaguered cat into the midst of chaos when the oven catches fire in the middle of the night.
But in a twist that will be familiar to readers of the original stories, Mog inadvertently calls the fire service and saves the house in time for the neighbourhood to come together to help the family clean up and enjoy Christmas dinner.
The new book, Mog's Christmas Calamity, is on sale exclusively in Sainsbury's stores for £3 alongside a £10 soft toy.
The supermarket, Kerr and publisher HarperCollins are donating all profits to the Save the Children-led Read On. Get On campaign that aims to help every child become a confident reader by the age of 11.
Kerr, who was awarded an OBE in 2012 for services to children's literature and holocaust education, said: "I have enjoyed illustrating Mog again after so many years and am thrilled that this special Christmas story will help raise funds for Save the Children and the important work they do for children's literacy."
Mark Given, director of planning and propositions at Sainsbury's, said: "This year, we're proud to be working with renowned children's author Judith Kerr to create a magical new Mog story to be enjoyed by parents and children and to support the important cause of helping Save the Children to improve child literacy in the UK."
Save the Children executive director of marketing, fundraising and communications, Tanya Steele, said: "We are delighted to be a part of this year's Christmas campaign for Sainsbury's and so grateful for the spotlight that it places on the issue of child literacy in the UK.
"Thanks to the support of everyone involved in this campaign, we will be able to give more UK children - particularly those children from the poorest families - the essential early language skills they need to succeed in life."
Last year Sainsbury's, which always waits until after Armistice Day to release its Christmas campaign, partnered with armed forces charity the Royal British Legion for an ad based on Christmas Day 1914 when British and German soldiers laid down their weapons and met on neutral territory.