Campaign Spotlight: Asda puts on a spectacular show this Christmas

LONDON, UK — The start of Christmas ad season has become a tradition of its own – and Asda is launching its 2021 Christmas campaign with a spectacular ‘Asda on Ice’ TV ad – premiering on Friday 5th November.

Set to a new imagining of the ice dancing classic – Boléro – the 60 second ad follows a family gliding (almost) effortlessly through a series of magical Christmas moments – before reaching the big day itself.

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From the school Christmas play featuring an adorable Christmas pudding – to festive fun at the office Christmas party – the ad showcases the importance of all the little moments that make the Christmas season so special, and how Asda has a range of great quality, affordable products to help families make every moment spectacular.

Once again ASDA is set to be one of the first out the blocks, premiering its Christmas ad at 8:15pm on the 5th November on ITV, during the ad break for Coronation Street.

Created by Havas London and choreographed by three-time Dancing on Ice winner and its current Associate Creative Director, Daniel Whiston, Asda on Ice starts inconspicuously enough, as a family enters an Asda store from the cold outside. The first hint of something spectacular to come arrives as six Asda colleagues, trolleys and all, glide past in a suspiciously synchronised manner. The mum looks down to find her shoes have transformed into a pair of sparkling ice skates, as the lights dim, a spotlight snaps on, and the first, instantly recognisable notes of Boléro – made world-famous by Torvill & Dean’s 1984 Winter Olympics routine – begin to play.

Product displays part and the store is transformed into an ice rink, as the family skate off into a magical fantasy of all those moments that combine to make their Christmas spectacular. A heart-warming evening at the festive school play, entertaining dinner guests with lavish party food platters, and an exciting office Christmas party in real life without a video call in sight. The ad culminates in a family-filled Christmas Day, as the young daughter treats astounded onlookers to a perfect ‘10’ pirouette – before promptly tiring herself out and falling asleep under the dinner table.

As a Pocket Tap brings the stunning sequence back to reality, we find the little girl tucked up in bed – but with her pair of glittering ice skates still hanging on the back of her bedroom door.

Meghan Farren, Chief Customer Officer at ASDA, said: “This year our Christmas campaign is about celebrating all the moments that make Christmas special, and showcasing the amazing quality and range of products our customers can enjoy throughout the festive season. We didn’t just miss the opportunity to enjoy Christmas dinner together last year – we missed the school plays and the work nights out. This year we want to help our customers make every moment spectacular. ‘Asda on Ice’ takes everyday moments and turns them into a beautiful performance – and that is just the kind of magic we want to bring our customers this year.”

Vicki Maguire, Chief Creative Officer at Havas London, adds: “Given families were forced to put Christmas ‘on ice’ last year, we thought it was only right we did the same this time around – literally! We wanted to go big for our first Christmas spectacular with Asda – and you can’t get much bigger than Boléro, backspins and a giant chocolate bauble for dessert.”

During the ad viewers will see hero products from ASDA’s extensive 2021 Christmas range, which can all be found online and in-store. Stars of the show include Extra Special Ham and Rarebit Spoons from the party food selection, and an intricate and delicious Extra Special Chocolate Orange Bauble. A truly showstopping Christmas centrepiece, the Extra Special Chocolate Orange Bauble is hand moulded with Belgian dark chocolate, filled with layers of decadent blood orange curd, chocolate sponge and an indulgent chocolate and caramel mousse, before being finished with a regal gold lustre.

In addition to the Asda on Ice film, the retailer will also be airing four additional 30 second ads which focus on all the spectacular products on offer across all Christmas moments, from gifting and decorations, to party food and the big Christmas dinner.

CREDITS

Client: Asda
Chief Customer Officer: Meghan Farren
Senior Director, Asda Brand: Stephi Brett-Lee
Senior Manager, Broadcast: Rebecca Holmes
Broadcast & Campaign Manager: Gina Booth
Broadcast Planner: Amy Kennedy
Senior Manager, Production: Julia Miller
Production Manager: Claire Ibbotson
Production Assistant: Kimple Kaur

Creative agency: Havas London

Chief Creative Officer: Vicki Maguire
Creative Director: Dan Cole, Andy Garnett
Copywriter: Matt Skolar
Art director: Eoghain Clarke
Managing Director: Jennifer Black
Head of Account Management: Megan Armitage
Business Director: Olivia Pearson
Account Manager: Oli Bradbury
Account Executive: Goldy Gbedema
Head of Integrated Production: Sarah Barclay
Integrated Producer: Hannah Levy
Social Creative Lead: Hollie Iles
Global Head of Content: Katie Keith
Head of TV Production: Louise Bonnar
Senior TV Producer: Charlotte Worthington, Andrew Shelton
Production Assistant: Sian O’Halloran, Frances Ellis, Ella Myerscough-McClymont
Global Chief Strategy Officer: Mark Sinnock
Strategy Director: Flo Sharp, Ravi Matharu