The WW1 Christmas Ad

I assume you've seen this year's Sainsbury's ad - most people have. It reminds everyone of the Christmas truce of course - that time in 1914 where they were no longer Germans or British (or whatever other nationality - there were, after all, many other countries providing soldiers) but just men. Or, more accurately, boys. So many were under 30, and even under 20.

I'm a little torn about this event being used to publicise a supermarket - millions died, so buy your sparkling wine here, seems a little odd to be honest; on the other hand, many will see it as a lovely tribute - the advert itself was fairly good, after all. What do you think? Do you feel that it's appropriate? Inappropriate? Somewhere in the middle?