Rick Astley reflects on cost of living crisis

The music legend is fronting Sainsbury's Christmas advert

Rick Astley during Dubai Duty Free International Saturday at Newbury Racecourse, Newbury. Picture date: Saturday September 18, 2021. (Photo by Steven Paston/PA Images via Getty Images)
Rick Astley stars in the Sainsbury's Christmas advert. (Getty Images)

Rick Astley has been reflecting on the cost of living crisis as he fronts Sainsbury's Christmas advert.

The supermarket's Christmas ad features the music legend as well as well as normal people and actual Sainsbury's staff as they are asked by a little girl what Santa has for his Christmas dinner.

Read more: Rick Astley sues rapper for using alleged imitation of Never Gonna Give You Up vocals

Speaking to Metro about the tough times people are facing with rising costs and inflation, Astley said: "I’m the last person on Earth to be a spokesperson for whether people can afford to eat or not, and I don’t want to turn it into a big deal, I’m just aware of it, I know how lucky I am."

Rick Astley at Liverpool ACC 2023.
Rick Astley is one of a number of stars to appear in supermarket Christmas ads. (Alamy)

Astley added that it resonates even more with him because of his working class upbringing: "I’m aware of what it means to go in a supermarket these days and struggle, and actually think about what this is going to cost. Yeah, I am aware of that. And I think sometimes some of the adverts we see at Christmas – not even supermarket ones, I’m just talking about a deluge of stuff that comes out here – I think it probably puts the fear of god into some people."

Astley also revealed that he signed on to do the advert as the idea reminded him of his own relationship with his daughter: "The little key to it for me was remembering our daughter saying things about Father Christmas, and that moment comes where, yes, she is still your daughter, but she knows there isn’t a Santa Claus anymore. And that’s almost tear inducing, it’s a scary moment when that happens with your kids, when you go, 'Oh man that’s gone'."

LONDON, ENGLAND - NOVEMBER 01: Rick Astley performs at Royal Albert Hall on November 01, 2023 in London, England. (Photo by Lorne Thomson/Redferns)
Rick Astley performing live. (Redferns)

Astley is just one of a number of big stars that have been recruited this year by the supermarket chains for their Christmas adverts.

Ted Lasso star Hannah Waddingham, Sophie Ellis-Bextor and Zawe Ashton all appear in M&S' advert while Asda boast Michael Buble and Graham Norton has been signed up by Waitrose.

Watch below: Tearjerkers out as retailers go light-hearted for Christmas ad season.