Manchester-based animation company Mackinnon and Saunders is behind the puppets in Sainsbury’s Christmas ad, which launches on TV tonight.

The supermarket’s three-minute ad, the follow-up to its highly successful Mog film last year, stars a singing James Corden and will be aired during tonight’s I’m a Celebrity … Get Me Out of Here on ITV.

It uses stop-frame animation techniques, which requires every shot to be filmed at a quarter of a second a time, and laser-printed puppets made by Mackinnon and Saunders, the Manchester-based company behind Fantastic Mr Fox.

The story is told via an original song, which will be released on Spotify, sung by actor and chat show host James Corden and composed by Flight of the Conchords Bret McKenzie, who four years ago won an Oscar for the best original song in The Muppets.

Watch the ad here:

It’s directed by Sam Fell, formerly of Wallace and Gromit maker Aardman Animations who went on to make comedy zombie animation ParaNorman.

“The advert reflects a typical British family juggling everything they have to at Christmas time, we just hope it puts a smile on people’s faces”, said Sarah Kilmartin, head of campaigns.

It’s directed by Sam Fell, formerly of Wallace and Gromit maker Aardman Animations who went on to make comedy zombie animation ParaNorman.

The campaign will raise funds for Great Ormond Street Hospital’s charity with profits from a gingerbread “Dave” – the star of the ad – and an animation kit.

With over 30 years of experience, Ian Mackinnon and Peter Saunders’ Altrincham-based company have previously worked on the likes of Bob the Builder, Postman Pat, Tim Burton’s Corpse Bride and Wes Anderson’s Fantastic Mr Fox.