Exmouth swim stars in supermarket’s Christmas campaign

PUBLISHED: 11:29 14 November 2013 | UPDATED: 15:47 14 November 2013

Exmouth's Christmas Day Swim 2012.

Exmouth's Christmas Day Swim 2012.


The fun and excitement of Exmouth’s Christmas Swim is being beamed into homes across the country as part of a new advertising campaign.

The Christmas campaign for Sainsbury’s, which premiered on ITV last night, features footage sent in by members of the public about their Christmas Days, and includes around ten seconds of film showing revellers running into the sea at Exmouth Beach.

The clips in the adverts are part of a 50-minute documentary film entitled Christmas in a Day by Oscar-winning director Kevin Macdonald, and it was about this film that Daniel Smith, of Exmouth business Vibrant Pulse, was approached ahead of last year’s swim and asked to provide footage.

To make sure viewers got right in among the action, Daniel, who runs the website exmouthchristmasdayswim.co.uk, enlisted the help of his friend Miranda Wood, who wore a camera on her head as she ran into the sea with the other swimmers.

Having sent his footage in, Daniel was then told that as well as making the cut for the finished film, his contribution would also be used for the national advertising campaign.

He said: “The advert I thought was absolutely great. It’s a real rollercoaster ride of what Christmas means to people, and I think it showcases Exmouth really well.”

Daniel has been chronicling the swim since 2006, and added: “It’s a good tradition and a good way to celebrate Christmas.”

As well as Daniel and Miranda’s footage, the film also includes a shot of the crowd running into the water taken from the seawall by HM Coastguard officer Fred Caygill.

He submitted his footage after seeing a competition to be part of the film, and will be going to the British Academy of Film and Television in London later this month for the premiere of the full film.

He said: “I submitted it as my experience of Christmas Day, which is going down to the swim, not to take part as a swimmer, but just to be with everybody and enjoy the occasion.

“I didn’t expect it to go as far as it did and end up in a Sainsbury’s TV advert. I thought I would send it up and see what happened, and obviously it was liked and was included in the advert and the film, which I’m proud to be involved with.”

The full length film Christmas in a Day will be premiering on November 29.

To see more footage from the head-cam at last year’s swim, visit Daniel’s website.

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