I agree mate , I found it distasteful too as at the end of the day Sainsburys are just using the emotions of WW1 to promote there own name.No problem with that at all.
Its just i saw this advert earlier and it was really touching, especially at this time of year. But at the end of it you get a Sainsburies logo and it just ends up being an advert using the emotion and poignancy of WW1 to promote a supermarket.
Just doesn't sit right with me.
Advertising has its place but surely this is just wrong.