Michael Noble – The Centre for Hidden Histories

The Battle of Neuve Chapelle, March 1915

February 27, 2015Michael Noble

The Battle of Neuve Chapelle was the first of the British spring offensives in 1915, when the Allied commanders were keen to escape the static conditions that had emerged and break through the German lines. They had planned simultaneous French and British attacks but when the British commander, Sir John French, requested reinforcements he was given territorials rather than regulars. This, and a sense that they were already over committed, prompted the French commander to call off his troops’ involvement, leaving the British on their own. Sir John decided to press on in any case (partly to impress the French following British failures to take ground in December 1914) and announced that the attack would take place at the ruined village of Neuve Chapelle in the Artois region of northern France and that Sir Douglas Haig would lead troops from the First Army (the IV Corps and the Indian Corps) in an effort to break through at Neuve Chapelle and capture the village of Aubers.

British and Indian wounded at Neuve Chapelle, on the way to the hospital base, 1915. One of the British is wearing a German helmet. Shows a group of wounded Germans, British and Indians next to a hospital train. (National Army Museum)

The German lines at Neuve Chapelle formed a salient, upon which Haig intended to converge his troops, the IV Corps (commanded by Lt. Gen Sir Henry Rawlinson) on one side, the Meerut and Lahore Divisions of the Indian Corps (commanded by Lt. Gen Sir James Willcocks) on the other. It would also be one of the first examples of the use of air power in warfare, with eighty-five aircraft conducting aerial reconnaissance, photography and cartography to aid the artillery bombardment.

On the morning of the 10th March 1915, following a thirty-five minute bombardment from hundreds of guns, the infantry launched their attack. A further barrage of artillery fire was committed behind the German trenches to prevent reinforcements from joining after the British attack. Sepoys of the Garhwal Brigade rushed across no-mans-land to seize Neuve Chapelle, taking 200 German soldiers prisoner. The village itself being taken less than an hour after the start of the assault and five of the eight assault battalions achieved their objectives with minimal losses. Many battalions were almost unscathed. In some areas the fighting was hand-to-hand. In the initial phase of the attack, everything seemed to be going in the British favour.

However, the commanders were unable to secure the breaches they had made in the German lines and were hampered by poor communications and the loss of field commanders, leaving poorly-briefed NCOs in charge of some units. Further progress and made the remaining push difficult and uneven. In particular, the northern sector, closest to Aubers itself, had managed to escape the British bombardment and the German lines remained intact. Every one of the thousand troops that advanced towards it was killed. Two German machine guns managed to kill hundreds of soldiers of the 2nd Scottish Rifles and the 2nd Middlesex, while other British troops lost their way in the confusion. Poor communication meant that the artillery couldn’t be informed of the situation in the front and were unable to respond, leaving the advancing troops to the mercy of the German guns. The battle went on for several days. On the fourth day, many of the surviving troops had to be roused ‘by force’ from sleep, a task made all the more difficult because they lay among corpses, indistinguishable at first glance from the sleepers.

Several problems emerged from the battle. The push took the infantry further away from their supply lines, isolating them and pushing the Germans further into their own territory. The more the British pushed, the worse they found things and, in terms of supply, the better things were for the Germans. Crucially, the push towards German lines took the British away from their lines of communication. They could lay telephone cables as they went, but these were easily cut by bombardment. Pigeons, flags and runners were ineffective and easily cut down. Relaying information to command, five miles behind the front, and back again to the advancing troops took eight or nine hours, meaning that effective, fluid commands were impossible. In addition, the men who led the attack were exhausted by the time they got to the German lines, making follow-throughs difficult. Reinforcements were difficult to supply, not least because of the poor communications.

The Outcome

A small salient, 2,000 yards wide by 1,200 yards deep had been taken and 1,200 German soldiers captured. 40,000 Allied troops took part during the battle and suffered 7,000 British and 4,200 Indian casualties. Similar losses were suffered by the Germans, setting the pattern for the slow, attritional nature of trench warfare.

The 7th Division had 2,791 casualties
the 8th Division 4,814 casualties
the Meerut Division 2,353 casualties
the Lahore Division 1,694 casualties

Ten Victoria Crosses were awarded for conspicuous bravery in the battler. Among the recipients was Gabar Singh Negi of the 2nd/39th Gharwal Rifles. His entry in the London Gazette reads: For most conspicuous bravery on 10 March, 1915, at Neuve Chapelle. During our attack on the German position he was one of a bayonet party with bombs who entered their [the German] main trench, and was the first man to go round each traverse, driving back the enemy until they were eventually forced to surrender. He was killed during this engagement’. His name is among those recorded on the memorial at Neuve Chapelle. He was nineteen.

The Aftermath

Had the aim of the battle simple been to restore the British reputation in the eyes of the French, it would be considered a success. Perhaps even more coldly, the experience exposed the British commanders to some of the realities of trench warfare, giving them information that they could use in the development of new strategies and tactics. Reviewing the battle in his despatch to the Secretary of State for War, Sir John French attributed the success to ‘the magnificent bearing and indomitable courage[of] the troops of the 4th and Indian Corps’. Willcocks, who had served for many years in India and could speak several Indian languages, wrote that the Garhwalis ‘suddenly sprang into the very front rank of our best fighting men’. However, the impact of the losses took its toll, breaking up long-established units and, in some cases, killing officers who had worked with Indian troops and who knew and understood them, and leaving them to the care of men to whom the Indians were alien. In proportional terms, the Meerut Division lost 19 percent of its Indian soldiers d 27 percent of its British officers, while, with 575 casualties, the 47 Sikhs lost 80 percent of their fighting strength. These losses meant that, although not the last time that Indian troops would see action, Neuve Chapelle would be the last time that they were used as a striking force. It set the template for much of what was to follow. General Charteris wrote of the experience ‘I am afraid that England will have to accustom herself to far greater losses than those of Neuve Chapelle before we finally crush the German Army’.

Letter from a wounded survivor from the Meerut Division, recovering at hospital in Brighton, describing the battle (Subterranean Sepoys)

The personal impact of the battle was recorded by the survivors in letters home. The historian David Ommissi has collected some of the letters sent by Indian soldiers. Their comments testify to the almost indescribable bloodshed:

‘The death of a human being has become as of much account here as the death of an insect’ -Nanak Singh, 6 Cavalry, France to Gaur Singh, Jhelum district, 6th March 1917

‘God has made them fowls of the air, dragons of the earth and poisonous crocodiles of the sea and he has given them such skill that when we encounter their deceitful bayonets they set light to some substance which causes a suffocating vapour and then they attack. How can I describe this?’ South Indian Muslim, hospital ship to friend, India, 9th February 1915

This is not war. It is the ending of the world.-Wounded Rajput to relative, India, 24th January 1915

The Memorial

The memorial at Neuve Chapelle was erected by the Imperial War Graves Commission (now the Commonwealth War Graves Commission) in 1927. It is especially dedicated to the Indian soldiers who died in the battle and was designed with Indian culture and architecture in mind.

The Neuve Chappelle Memorial. 4703 names are inscribed on it. (Commonwealth War Graves Commission)

First World War Collaborative Projects

January 31, 2015Michael Noble

The Centenary of the First World War provides an opportunity to build on the renewed popular interest in the war to collaborate and share expertise. Here are some of the initiatives that are offering such chances.

Lives of the First World War

lives-of-the-first-world-war-300x300 The Lives programme is the Imperial War Museum’s effort to build a permanent digital memorial to the Lives of the First World War. The site offers people the opportunity to work with the IWM to piece together more than 8 million life stories, share them, and enable IWM to save them for future generations.

Each individual whose contribution to the First World War is recorded in official documents will have a personal Life Story page. Information about each person and their wartime experiences can be connected to Life Stories by members of the public who access the site.

Members can:

Link together evidence relating to the same person, using records from museums, libraries and archives across the world.

Add references to sources they have discovered elsewhere.

Upload digital images of their own precious family mementoes.

Include family stories and personal knowledge.

Group together individuals they are interested in by creating your own Community

As more and more people connect facts to Life Stories, the project can begin to piece together each individual’s life story.

Operation War Diary

Operation War Diary is an effort to tag, classify and understand original documents from the First World War.

It brings together original First World War documents from The National Archives, the historical expertise of IWM and the power of the Zooniverse community.Working together, they and their volunteers will make previously inaccessible information available to academics, researchers and family historians worldwide, leaving a lasting legacy for the centenary of the First World War.

Data gathered through Operation War Diary will be used for three main purposes:

to enrich The National Archives’ catalogue descriptions for the unit war diaries,
to provide evidence about the experience of named individuals in IWM’s Lives of the First World War project
to present academics with large amounts of accurate data to help them gain a better understanding of how the war was fought

All of the data produced by Operation War Diary will eventually be available to everyone free of charge- a lasting legacy and a rich and valuable introduction to the world of the War Diaries.

UK Web Archive –First World War Special Collection

The British Library archives the whole of the UK web domain under the terms of the Non-Print Legal Deposit Regulations 2013. This is done in an automated way, typically once a year.

In addition, their Special Collections are groups of websites, usually more than fifty and less than four hundred, brought together on a particular theme. These have been especially compiled by curators and other subject specialist to make useful and interesting Special Collections.

The First World War Centenary 2014-18 is a Special Collection that gathers suitable websites from the centenary period.

The Special Collection is open to sites that are issued from a .uk or other UK geographic top-level domain or where part of the publishing process takes place in the UK.

Sites concerning film and recorded sound where the audio-visual content predominates (but, for example, web pages containing video clips alongside text or images are within scope), private intranets and emails and personal data will not be included.

Site owners can nominate their site for inclusion here

The Trench

January 15, 2015January 15, 2015Michael Noble

Movie portrayals of warfare can be very powerful, even when the war is not the central focus. Michael looks at an example from the 1990s 51-jS45YczL._SX342_

William Boyd’s 1999 film The Trench depicts a fusilier section during the 48 hours leading to the start of the Battle of the Somme.

The soldiers’ accents suggest a group drawn from different parts of the country, apparently in pairs with shared peacetime backgrounds. The putative lead, the Lancastrian Private Billy MacFarlane (Paul Nicholls) is partnered with his brother Eddie (Tam Williams) while a private dispute emerges on the part of the two Glaswegian soldiers over the issue of one’s clandestine engagement to a girl of their shared acquaintance. Lance Corporal Victor Dell (Danny Dyer) is a Cockney and Privates Ambrose (Ciaran McMenamin) and Rookwood (Cillian Murphy) Irishmen. Fusilier Colin Daventry (James D’Arcy) is evidently of a higher social class than his comrades and the likely beneficiary of a grammar school education (he has at least a smattering of German and has to pointedly moderate his latinate vocabulary to make himself understood even by his fellow Anglophones). He is, nevertheless socially inferior to the naive section commander, Second Lieutenant Ellis Harte (Julian Rhind-Tutt) who numbs his sense of being out of his depth with repeated slugs of whisky and private deferrals to his Sergeant, Telford Winter (Daniel Craig), the sole professional soldier in the unit.

The film’s action is almost entirely contained within the titular trench, creating an intentionally claustrophobic atmosphere that recalls a stage production. The young cast, mostly drawn from recent graduates of drama school is a reminder that the men who populated the trenches would, in other circumstances, be regarded as boys, a point emphasised by their scripted eagerness to participate in demonstrations of petty bravado, earning one lad a ‘blighty’ or in acts of barrack-room possessiveness over contraband photographs of nude girls.

Indeed, it is this matey comradeship (that includes minor rivalries) that is most impressive about this film. Take away the scenery and the uniforms and these lads could really be anywhere. Anywhere that raising your head too high might get you shot, that is. The effect of the scripting and the, let’s be honest, less than perfect nature of the performances (the young leads have all developed their acting skills since this film was made), lends The Trench a human quality that reminds us that the young men who fought in the real trenches were young, inexperience, scared and human.

‘I looked towards Chilwell and I saw a wall of black smoke rising into the sky’

January 9, 2015January 9, 2015Michael Noble

Chilwell resident Michael Noble looks at a dark event from the district’s wartime past…

It wasn’t over by Christmas. The extended duration of the war wasn’t entirely unexpected (eagle-eyed members of Kitchener’s New Army will have spotted that they’d signed up for ‘three years or until the war was over’) but it wasn’t necessarily planned for either. Several months of heavy shelling, with hungry guns well-supplied by rail, led to the rapid depletion of high explosive shells by early 1915. The resultant ‘shell crisis’ was a notable scandal in many combatant countries and in Britain led to political turmoil that saw the creation of a coalition government and the founding of a Ministry for Munitions, led by David Lloyd George.

Existing arms factories were brought under tighter official control and several new installations were created, among them No. 6 Filling Factory at Chilwell in Nottinghamshire. The dangerous duty of the filling factories was to take the explosive chemical compounds and add them to the empty shells that had been made for the purpose. The Chilwell factory, like many such places, was staffed largely by women, nicknamed ‘munitionettes’ or ‘canaries’, owing to their yellow complexions, caused by their absorption of poisonous chemicals.

The Chilwell factory was efficient (evidence suggests that Chetwynd was a hard taskmaster) and filled over nineteen million shells during the war. It was, nevertheless, dangerous work. Factory staff wore rubber boots in an effort to avoid making sparks that could set off a deadly conflagration. Rings and shoelaces were banned. You can never be too careful. Sadly, you can still never be careful enough. On the 1st July 1918 a massive explosion occurred, destroying much of the installation, killing 134 people and injuring 250 more.

A plaque at the burial site of the killed workers

The disaster had an understandable impact on those who survived it. It did not, however, break their spirit or commitment and the factory continued to produce shells, achieving its highest weekly output within a month of the explosion. The event was subjected to a thorough investigation and, while Chetwynd suspected sabotage, this could not be proven.

Of course, the factory did eventually cease production several months later when the Armistice was declared. The site is now owned by the Ministry of Defence and is home to the Chetwynd Barracks. a memorial to those who died in the explosion was erected in the grounds and still stands today. A plaque offers some details of the events of wartime, but like the factory staff themselves, remains focused on the output of shells:

Erected to the memory of those men and women who lost their lives by explosions at the National Shell Filling Factory Chilwell 1916 – 1918
Principal historical facts of the factory
First sod turned 13th September 1915
First shell filled 8th January 1916
Number of shells filled within one year of cutting the first sod 1,260,000
Total shells filled 19,359,000 representing 50.8% of the total output of high explosive shell both lyddite and amatol 60pd to 15inch produced in Great Britain during the war
Total tonnage of explosive used 121,360 tons
Total weight of filled shell 1,100,000 tons

If you’d like to find out more about the Chilwell Filling Factory, you can hear an audio recording of Emily May Spinks, recalling her time as a teenage employee and her memories of the explosion. A 30 minute documentary, The Killing Factories is also currently available on the BBC iPlayer.

‘And then, about eleven o’clock, I saw a Christmas tree going up on the German trenches. And there was a light’

December 24, 2014December 19, 2014Michael Noble

HWW — Henry Williamson, Private, London Regiment

The Christmas Truces are among the most celebrated events of the First World War. But what did they mean to the men who observed them?

As we have discussed before, the question of the Christmas Truces on the Western Front in 1914 is a vexed one. Although truces and ‘fraternisation’ are a matter of historical fact, they have been mythologised and turned intro material for ceremony, advertising and jokes. It’s easy to see why. The truces, symbolic of common humanity amid chaos and destruction, make for stories that are at once heartwarming and heartbreaking. But can they be more than that? It is to be hoped that they can and that this compelling phenomenon might prompt people to question the nature of war in general and this war in particular.

The truces certainly prompted questions back in 1914 and gave its participants cause to question what they were doing in the trenches, what their opposite numbers were doing and what they had both been told.

One of the highlights of the BBC’s Great War interviews, conducted in the early 1960s in advance of the half-centenary, is the series of anecdotes by Henry Williamson, who was in 1914, serving at the rank of Private in the London Regiment. At Christmastime 1914, he and his comrades were sent into no man’s land to hammer in some stakes to secure a key position. They were fifty yards from the German lines and, fearful of machine gun fire, began their sortie by crawling across the frozen ground. As time went on, they noticed that no gun fire came and they could walk freely on two legs, laughing and talking. ‘And then’, according to Henry ‘about eleven o’clock, I saw a Christmas tree going up on the German trenches. And there was a light’.

http://youtu.be/dUA8DSkSmBE?t=54m44s

The British soldiers approached the barbed wire which had been strung with empty bully beef tins so that it would rattle if a man drew near. Very soon they were exchanging gifts with the Germans. Smoking, talking and shaking hands, they swapped addresses so that we could write to one another after the war. And then they stopped to bury their dead.

The Germans used ration box wood to create makeshift memorials for their fallen comrades and offered a few words. ‘Für das Vaterland und Freiheit’, [For the Fatherland and freedom]. Williamson stopped him there. ‘How can you be fighting for freedom?’ he asked. ‘You started the war and we are fighting for freedom’.

‘Excuse me, English comrade’, replied the German. ‘But we are fighting for freedom’.

‘And here, you’ve put “Hier ruht in Gott” [Here rest in God]. ‘Yes,’ said the German,’ God in on our side’

‘But he is on our side’ replied Williamson.

That was, according to Williamson, a tremendous shock. ‘Here were these chaps, who were like ourselves, whom we liked and who felt about the war as we did, who said would be over soon because they [the Germans] would win in Russia and we said no, the Russian steamroller is going to win in Russia’

‘Well, English comrade’, replied the German ‘do not let us quarrel on Christmas Day.’

And quarrel they did not. Very soon, of course, both sides received stern orders to cease their fraternising and get back to their own trenches. But when the German machine guns resumed their fusillade, they were fired deliberately high and the British were advised to keep under cover in case ‘regrettable accidents’ happened. The truce, however, was over.

Henry William Williamson 1st December 1895-13th August 1977

Merry Christmas everyone.

The Uses of Family History

December 19, 2014December 19, 2014Michael Noble

As the centenary of the First World War sees family history come of age Michael Noble asks, what opportunities does this offer?

Recent years have IWM Private_Tickle seen a revolution in family history and amateur genealogy. The possibilities created by broadband internet, the digitisation of official and parish records and the advent of crowdsourcing have created an unprecedented boom in the pursuit of private histories. The popularity of programmes such as Who Do You Think You Are? testifies to the the mainstream success of this once esoteric hobby.

During the course of our project we have encountered people who have undertaken family history research and who have gathered documents, photographs and other artefacts. They are often older members of the household who have embarked on their project in retirement and have been motivated to do so because they have a personal memory of some of the individuals concerned, assuming a combatant birth year range from the 1860s to the turn of the twentieth century. As this generation ages, we will encounter a ‘succession problem’ of what to do with such collections that are too small and/or esoteric to be absorbed into mainstream collections. A related issue is the atomised nature of these items. They reside in spare rooms, on living room walls and in attics and could be hiding information useful to professional historians.

Two key problems:
1. How do we ensure the preservation of historically valuable collections?
2. How do we give access to them to professional historians and other researchers?

These are questions for family history in general but the centenary of the war can bring it into focus. The world wars, like items such as the 1901 census, act as ‘informational nodes’ for family historians and many of their researches converge on this event. This, combined with media coverage of the centenary and crowdsourcing schemes such as Operation War Diary and Lives of the First World War, offer an opportunity to test the value of family history and a chance to make it useful to mainstream historians without, I hope, robbing it of its very real value to those individuals who have been doing so much work in this area in their free time.

LOFWW-Blog-624x411 We are very keen to hear from people who have found or kept interesting First World War items and who are interesting in using them to foster a better understanding of the war, its effects and of the role of memory in family history and identity. We’re planning some events for 2015 that will help to ensure that these precious items continue to be of value as the war fades into history. If you have something to share, please get in touch.

The Oral History of the First World War

December 12, 2014Michael Noble

Michael discovers a wonderful audio collection of wartime memories

We have mentioned before how the diminishing number of people who were alive during the First World War is having an impact on the role of memory in our understanding of it. Direct experience is becoming a rarer commodity and those snippets that we do have are of tremendous value.

It’s a joy, then, to review the First World War collection at the East Midlands Oral History Archive (EMOHA). Based on a collection of 300 recordings made in Leicester in the 1980s, the archive has been listened to, catalogued and made available for listeners via Soundcloud.

Grouped under the headings ‘The Start of the War’, ‘Life on the Home Front’, ‘Death and Absence’ and ‘Aftermath’, the clips offer a personal insight into how the war was experienced by people in the Midlands. We can hear about peoples’ attitude to the Germans, ‘I knew the First World War was coming because my dad, right from when we was kids, was always talking about the Germans coming down the street’, about access to food in wartime: ‘The bread was almost black…there were a lot of shortages really…we had to make potato dripping for instance. My aunt was very good at contriving, she was a good cook’ and, dramatically, on unexpected Zeppelin attacks ‘All I heard was a thud on the door…the windows came in. Everything was in confusion’

A treasure trove. Have a listen for yourself.

Letter to an Unknown Solider

December 4, 2014Michael Noble

Michael takes a look at a creative approach to remembrance…

This week I had the great pleasure to listen to a presentation given by Kate Pullinger of Bath Spa University. Kate, along with her colleague Neil Bartlett, spent much of this year working on the Letter to an Unknown Soldier project, which is a digital memorial scheme that invited people of 2014 to engage with someone from a century ago.

The project, which is supported by 1418 NOW, is based on Charles Jagger’s memorial statue, which is situated on platform 1 of Paddington Station and was unveiled by Viscount Churchill on Armistice Day 1922. The statue, which portrays the soldier in full battle gear, was designed to show him reading a letter from home. Pullinger and Bartlett’s idea was to invite people to imagine what they would write if they had sent that letter. What would they say?

They put out a call for people to send them their letters so that they could publish them on a dedicated website. The submission period was open from 28th June, the centenary of the assassination of Archduke Franz Ferdinand to 4th August, a hundred years on from Prime Minister Asquith’s announcement that Britain had joined the war.

They received an astonishing response. Over 21,000 letters were submitted by people from all walks of life and from all over the world. Every single letter was read and published.

Although the project is a digital one, many people chose to write them by hand and post them in the traditional way, even if they had initially composed it on a computer. There is, Kate suggests, something in the act of putting pen to paper and physically posting it that makes people feel a closer connection to the recipient. Handwritten letters were scanned and are available to view online with every pen mark intact. A selection of the letters were later gathered for publication in a book that was released in November in time for Remembrance Sunday.

It’s a fascinating project that succeeds by prompting people to think about the effects and experience of war in a personal way. It can be difficult to know what to write to someone you have never met, and never will, and to do so across such a gap of time. As the thousands of writers can no doubt attest, it is worth the effort.

Football Remembers

November 28, 2014May 8, 2015Michael Noble

Michael looks at a new project that hopes to use football as a means of commemorating the first Christmas of the Great War…

It seems unlikely, given the state of no-man’s-land by December 1914, that anything like an organised football match took place during the Christmas truces. However, these spontaneous and cautious gestures did foster a handful of activities that may well have included a kick-about with a ball. It was then, as it is now, part of a universal language that demonstrates a similarity of outlook and reminds us that some things, class, fear, desire, football, remain the same no matter which direction your trench faces.

The existence of the Football Battalions, and the stories of professional players in the trenches offers a link to the past too. Young fans in 2014 can be encouraged to investigate the war by being reminded that, had they lived a century ago, the players they cheer on may well have ended up alongside them in uniform.

This is perhaps the thinking behind the Football Remembers project, run by the British Council, FA, Football League and Premier League. Starting on the 6th December, Football Remembers will encourage avid young historians and the footballing community to take part in a mass-participation event.

The scheme invites people to play a game of football, take pictures and share them via twitter with the hashtag #FootballRemembers. Any match of any size can be uploaded, from school to Sunday league fixtures, five-a-side matches to kick-abouts in the back garden. Teams in the Premier League, the Championship and FA Cup Second Round will also pose for group photographs before matches and will display them alongside these submitted pictures, as well as on a dedicated website.

In addition, the Premier League will hold a special edition of its annual Christmas Truce international tournament in Ypres, which it has staged for U12 footballers every year since 2011.

Special educational resources are available here and here to help with the planning of matches and, most importantly, for learning about the events of Christmas 1914.

Soldiers of the 5th London Rifle Brigade with German Saxon regimental troops during the truce at Ploegsteer

Advertising and the War

November 14, 2014Michael Noble

The Christmas Truce is one of the most enduring images of the First World War. Does this make it fair game for advertisers? Michael Noble takes a look

The decision by Sainsbury’s to use the imagery of the 1914 Christmas truce in their festive advertising campaign has proved controversial. In some quarters, the advert has been well received: the Metro described it as ‘emotional and t oxo-wwi-poster-640 ouching without being sentimental‘ while the Telegraph called it ‘heart-warming‘. Others have questioned its appropriateness. Writing for the Guardian’s Comment is Free, Ally Fogg conceded that it was very well made but said that using the war for commercial purposes left him ‘unsettled, uncomfortable, even a touch nauseous‘. The advert has also been discussed by professional historians, such as the University of Birmingham’s Dr Jonathan Boff, who admits to ‘deep reservations‘ about the advert. Part of his concern is driven by a desire for historical accuracy:

That some truces did occur is beyond doubt. That someone kicked an improvised ball about is highly likely. But that’s a long way 1) from saying there was a general truce and 2) from the sad and unpleasant fact that many or most of the truces which occurred were for the much more pragmatic and distasteful purpose of burying corpses. The need to respect the dead and prevent disease was much more pressing than goodwill and sharing chocolate.

He’s also concerned that, however well made the advert is, it cannot escape the charges of exploitation and that ‘by associating the truce so closely with goodwill and sharing [the advert] bends the past too far away from reality and to the advertiser’s ends’.

The debate will no doubt endure, at least until Christmas when the centenary of the truces, sporadic as they were, will be upon us.

In the meantime it’s worth looking at how the war was used by advertisers while it was still being fought. From its earliest days the war appeared in popular and commercial culture, which is understandable, given the scale of its impact. Consequently, the war appeared in the imagery of advertisements, both as a general backdrop and as the source of implied need that all advertising relies upon. Bran Decca ds such as Oxo, Bovril and Lea & Perrins were able to market themselves as being of use to soldiers on the front line, where nutritious hot drinks were no doubt very welcome indeed.

Other companies, whose association with the war may seem tenuous to us, claimed a solid and necessary link to the trenches. In 1918 Decca, the then manufacturers of a gramophone, ran an advert with the striking headline ‘The cussed Huns have got my gramophone’. The phrase emerged from a report in the Evening Standard in which British soldiers complained about the loss of their property to German raiding parties. Gramophones, which were amplified by vibration rather than electricity, were popular in dug-outs, given their application as a means to drown out the relentless noise of war.

Did Bovril, Oxo, Decca and the rest make any additional sales from their advertising? One would expect so. In poor taste? Our modern sensibilities would perhaps balk more at the use of the term ‘Hun’ than at the depiction of the war itself. Even the Sainsbury’s advert, if it is misjudged at all, is more so because it challenges a received myth about the spontaneous humanity than because it centres upon a century-old war. Certainly, other conflicts have been featured in advertising before.

Here, for example, is the Battle of Agincourt, used to promote BBC Rugby coverage:

And remember this? Carling being advertised by another, more recent, interaction between British and German forces:

Is the First World War sacred? Or is it that the idea of the truce occupies a certain place in the public mind and that using it for commercial gain is troubling?

Either way, it’s perhaps a good thing that it gets people talking about the war if, and only if, a through conversation can be had about what happened at Christmas 1914 and what it means to us today.