Ad of the Day: Sainsbury's WWI Christmas Commercial Sparks Controversy

This ad might make you feel all warm and tingly inside, but some people are up in arms over it.

UK supermarket chain Sainsbury's, in partnership with The Royal British Legion, has released a new WWI-themed Christmas commercial for its store. It's based off of a series of unofficial, real-life ceasefires between those battling in the front lines on Christmas in 1914, showing both British and German soldiers briefly gathering together, sharing food, singing and playing football.

It's very moving, and visually stunning - as far as advertisements go - but the concept has people complaining that it's inappropriate to use the war to promote a supermarket.

"A story such as this has no place in an ad which, at its core, is urging you to buy your turkey and trimmings at Sainsbury's," writes Ellen Stewart for Metro.

Ally Fogg at the Guardian is calling it "a dangerous and disrespectful masterpiece."

The Advertising Standards Authority (ASA) has received over 200 complaints, and Neil Kelley, an advertising expert at Leeds Beckett University, told the Mirror that it made him feel "unclean."

The video, which premiered Wednesday, already has nearly 5 million views.

So what do you think? Tasteful or Tacky?