SAINSBURY’S has released its new Christmas advert following filming at Barry Island in the summer.

The national supermarket chain chose Whitmore Bay as a location and scenes from Barry’s beach and Western Arcade made the final cut.

The singalong #everybitofChristmas features lifeguards singing and running into the sea and includes appearances from actor Ricky Tomlinson and Kermit the Frog.

The advert received its first broadcast during a break of ITV’s I’m A Celebrity, Get Me Out Of Here on Sunday, November 19.

The store's high budget production fits in alongside those from a host of major companies seeking to outdo each other over the Christmas period, as they battle it out for the best seasonal promotion of 2017.

John Lewis, Marks & Spencer, Tesco, Morrisons, Asda, Aldi, Lidl, Waitrose, Boots, Argos, Debenhams and House of Fraser are among those to have already aired their own highly anticipated new adverts.

To view the advert, visit youtube.com/watch?v=WU50dLLy7Cw