Asda has gone all Charlie and the Chocolate Factory on us for its new Christmas advert.
Following on the tails of the Argos Christmas advert, Asda’s festive offering has been created by Saatchi & Saatchi – and it’s delightfully magical.
Set to the music of Fleetwood Mac’s ‘Don’t Stop’, the advert follows a young girl and her grandad as they step foot into Asda’s Victorian factory, called the The Imaginarium, and explore all of the festive treats on offer.
Agency: Saatchi & Saatchi
Release: November 2017
Inside is a giant food mixer making the all-important Christmas pudding which is being powered by a reindeer; elves at work putting all the finishing touches to mini bites and pastries; and a glimpse into the futuristic gin room where truffles are being infused with gin by a giant ‘gin laser’.
There’s even a huge pop-up Christmas cookbook which opens up to reveal real life Asda chefs preparing roast turkey with all the trimmings.
Whilst exploring, the young girl and her grandad are soon interrupted by Walter, the factory’s security guard, who shows them what other adventures lie in store.
‘The ad and the wider campaign is a love letter to our customers and products’
The ad, which aims to show shoppers that they don’t need to compromise on providing the most magical experience for their loved ones, was directed by cinema duo Los Pérez at Blink, with special effects by the Moving Picture Company (MPC).
‘Earlier in the year we held sessions with our customers to get feedback on our Christmas range. As we talked to them about Christmas we could see how much joy and happiness planning their Christmas brought them – we knew we wanted to reflect that in our ad,’ said Andy Murray, Asda’s chief marketing officer. ‘When we saw their reactions to our food – the way it surprised them and made them smile – as well as the incredible pride and attention to detail our product developers had put into creating it, the inspiration for the Imaginarium was born.’
The 60-second advert is first of many, as Asda plan to filter out a series of videos as part of a wider campaign.
Saatchi & Saatchi explain: ‘Four further 30 second adverts will be rolled out over the festive period, which will reveal more mysteries of the Asda Imaginarium. These spots will focus on four key festive shopping moments: Gifting, Home Decorations, Parties & Gatherings and “the Big Shop”.
‘The Gifting film will also feature a panel of children selecting toys either as ‘fun’ or ‘boring’, highlighting the ‘Chosen by Kids’ range at Asda, where only the little ones have a say in what makes the cut. Each of the 30 second spots will be supported on TV with 10 second ads that focus on the essential Christmas staples such as turkey and vegetables and party food.’
Eilidh Macaskill, Asda’s Vice President Creative and Media, adds: ‘By Combining CGI animation and some spectacular real life venues, the ad and the wider campaign is a love letter to our customers and products.’