Ebrington war poet’slink to WW1 truce ad

The new war ad which was directed by Francis Ledwige's great-nephew.

Ringan Ledwige made the new commercial as part of a joint venture between the Royal British Legion and high street retailer, Sainsbury’s.

His great-uncle Lance Corporal Francis Ledwidge was stationed at Ebrington for the early part of the First World War prior to active duty in the Dardanelles, Balkans, France and Belgium.

A native of County Meath, Ledwige penned two volumes of verse during the war, ‘Songs of the Fields’ (1915) and ‘Songs of Peace’ (1917).

He was with the Royal Inniskilling Fusiliers in the Dardanelles and Serbia in 1915 and after a brief interval at home in Ireland travelled to France in December 1916.

He served in the Battle of Arras in April 1917 but was blown up by German artillery whilst carrying out road repairs in preparation for the Third Battle of Ypres (Battle of Passchendaele).

The ‘Christmas is for Sharing’ advert is a creative interpretation of the moment when on Christmas Day 1914, soldiers paused, laid down their arms and came together on neutral territory to share greetings, treats, cigarettes and even a game of football.

Sainsbury’s and the Royal British Legion have sought to make the portrayal of the truce as accurate as possible, basing it on original reports and letters, as well as working with historians throughout the development and production process.

Special edition WW1 chocolate bars featured in the ad will be sold in Sainsbury’s stores for £1, with all profits donated to the Legion.

The limited edition 100g Taste the Difference Belgian Milk Chocolate bar is manufactured in Ypres, and features the same period packaging seen in the ad.

Charles Byrne, Director of Fundraising for the Royal British Legion, commented: “We’re very proud of our 20 year partnership with Sainsbury’s and this campaign is particularly important.

“One hundred years on from the 1914 Christmas truce, the campaign remembers the fallen, while helping to raise vital funds to support the future of living. Established after the First World War, The Royal British Legion continues its work to support members of the Armed Forces, ex-Service men and women and their families, now and for the rest of their lives.”