Campaign SpotlightPress Release

Morrisons and Leo Burnett bring singing oven gloves to life in heartfelt Christmas ad

LONDON, UK — Supermarket chain Morrisons has shown its support for the nation’s festive hosts in its latest Christmas advert which aired on November 06 during ITV’s Coronation Street.

Through the ad, trusty oven gloves that reside in kitchens up and down the country, come alive to sing their support for hosts and chefs as they prepare their celebratory feasts on the big day.

The 60-second feel-good spot, created with agency Leo Burnett, is set to a rendition of American rock band Starship’s classic power ballad “Nothing’s Gonna Stop Us Now.”

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It gives customers more reasons to shop at Morrisons this Christmas by reassuring them that just like the humble oven gloves, the supermarket is on hand to help. Together they will ensure hosts are ready to take on the task of preparing the highly anticipated festive feast. Morrisons will help thanks to the great quality and value of its Christmas range, including the freshly prepared British food available from its Market Street, while the gloves will provide moral support and songs.

The ad starts with a familiar scene: Dad, in his pajamas and a Santa hat, making his way to the kitchen to preheat the oven at the crack of dawn on Christmas Day. Families are then seen preparing food for Christmas Day, supported and serenaded by their favorite oven gloves. On the chorus, the gloves jump out of drawers in a choreographed dance as the Christmas pudding gets set alight but they keep schtum when a potato is dropped (clearly invoking the “less than five seconds on the floor doesn’t count” rule) before guarding festive treats from over-eager little hands!

The ad finishes with the oven gloves checking in on the delicious mains cooking in the oven before Dad proudly serves up his turkey to rapturous applause from his guests while his oven glove offers up a satisfied smile for a job well done.

The iconic “More Reasons to Shop at Morrisons” jingle, which Morrisons brought back earlier this year, has also received a festive makeover for the duration of the campaign.

The ad was directed by Tim McNaughton from The Bobbsey Twins and will be shown on network TV spots that include The Great British Bake Off, I’m a Celebrity, and Goggle Box. In addition, it will air in cinemas throughout the festive season ahead of shows such as The Marvels, The Hunger Games: The Ballad of Songbirds & Snakes, and Taylor Swift’s The Eras Tour.

This Christmas, Morrisons is also inviting the nation to get involved and share the glove love, with an interactive oven glove karaoke competition on social media. The #GloveOke challenge will invite people to post their own gloves “singing” a duet for the chance to win their Christmas shop. The competition will run on TikTok and other social media platforms with influencers, creators, and fans kicking the activity off.

The wider campaign will run across radio, press, digital display, social media, and out of home with activity including ten 20” adverts highlighting great Christmas deals across TV and VOD and partnerships with Magic Radio and Immediate Media.

Rachel Eyre, Morrisons Chief Customer and Marketing Officer, said, “This Christmas, and every Christmas, great British food should be the star of the show. Our ad showcases Morrisons’ brilliant Christmas range. But there’s always a lot to do when preparing the big Christmas meal and some classic 1980s power ballad encouragement is clearly in order.

We’ve made the trusty oven glove the tuneful cheerleaders of the nation’s Christmas chefs and we hope they enjoy it as much as we enjoyed making it. We’ve once again placed marketing effectiveness front and center across the whole planning and development process of this campaign with the aim being to get really emotionally engaging work that’s highly impactful. Nothing’s gonna stop us making this Christmas the best for our customers.”

Mark Elwood, ECD at Leo Burnett UK, said, “The humble oven glove is at the heart of every Christmas across the UK. Everyone has a pair in their kitchen drawer or hung up on the oven, whether they’re a fresh new set or the ones that got scorched while making Christmas dinner in 1993. Our singing oven gloves are there to support hosts up and down the nation whilst making their Christmas dinner special. Bringing a little festive joy to the nation with an 80s banger that everyone can sing along too. #GloveOke anyone?”

CREDITS:

CAMPAIGN TITLE: More of The Winning Feeling
CLIENT: Morrisons
ADVERTISING AGENCY: Leo Burnett UK
CCO: Chaka Sobhani
EXECUTIVE CREATIVE DIRECTOR: Mark Elwood
CREATIVE PARTNERS: Andrew Long, James Millers
CREATIVE DIRECTOR/WRITER: Gareth Butters
CREATIVE DIRECTOR DESIGN: David Allen
LEAD DESIGNER: Rupert Knowlden, Harry Ingrams
DESIGNER: Maddie Rourke DESIGNER: Roxana Iriciuc
MOTION DESIGNER: Carmen Perez Jimenez
PLANNING PARTNER: Joe Beveridge
SENIOR PLANNER: Jenika Hadipour
SENIOR SOCIAL PLANNER: Benjamin Obadia
BUSINESS LEAD: Sophie Garrett
ACCOUNT DIRECTOR: Matt Paul
ACCOUNT DIRECTOR: Lorna Fernie
SENIOR ACCOUNT MANAGER: Gabriella Watts
SENIOR ACCOUNT MANAGER: Carys Parry
ACCOUNT EXECUTIVE: Meyaa Nelson
PROJECT DIRECTOR: Fahed Eichikhe
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Anna Cartwright
MEDIA BUYING AGENCY: Wavemaker
MEDIA LEAD: Dan Jannings
MEDIA ACCOUNT DIRECTOR: Emily Gordon
MEDIA PLANNER: Richard Bartlett
PRODUCTION COMPANY: Arts & Sciences
DIRECTOR: Tim McNaughton (The Bobbsey Twins from Homicide)
EDITOR: Leo King @ Stitch Editing
PRODUCER: Ewen Brown
EP: James Bland
DOP: Tom Townend
FOOD STYLIST: Elaine Ngan
PRODUCTION DESIGNER: Olly Williams
PUPPETEERS: Olly Taylor and Lyn Robertson Bruce
PUPPETS: Andy Gent at Arch Model Studio
POST-PRODUCTION COMPANY: Black Kite Studios
VFX PRODUCER: Hannah Ruddleston
COLOURIST: Richard Fearon
VFX SUPERVISOR: Paul Wilmot
VFX TEAM: Matthew Hutchins & James Marshall
AUDIO POST-PRODUCTION COMPANY: String & Tins
SOUND ENGINEER: Adam Smyth
AUDIO POST-PRODUCTION PRODUCER: Alina Miroshnichenko
MUSIC SUPERVISION: Dave Bass & Ronnie Olubayo @ Wake The Town

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