From the 2 November, Asda will bring the magic of Christmas to TV screens with the launch of its heart-warming Christmas ad. The campaign, named ‘Let’s make Christmas Extra Special,’ is centred on the people who go the extra mile to spread joy throughout the festive season and make it a special time for all.
In a first for the retailer, the ad will launch with a special two-minute feature length version during a ‘proudly presents’ spot on ITV at 8.45pm on 2 November, in the break of recently launched The X Factor: Celebrity.
The story in this year’s campaign shows how a little act of generosity from a young girl, inspired by the stories from her Grandad, can snowball into something bigger, more exciting and altogether more magical.
Asda’s Chief Customer Officer Andy Murray explains: “We truly believe that with great quality products at leading price points; everybody can have an extra special Christmas with Asda.
“We know the most important thing to our customers at Christmas is spending time with family and friends. These are the people who make Christmas special and they’re willing to go the extra mile to make sure the occasion is truly magical.
“This generosity is reflected through our whole Christmas campaign this year, from the wonderful spirit of Tilly and Jack in our ad to a beautiful digital storybook of ‘Santa’s Leftover Magic’ that has been created in support of our Fight Hunger Create Change Initiative. We have also doubled donations from our Asda Foundation to over £1m to support good causes over the next three months. This investment will see 1500 charities across the country benefiting from additional funding this festive season”
The ad, which is set to a live orchestral performance of ‘Lighting Up Christmas’ composed by Rohan Stevenson and James Radford, opens with Tilly, an inquisitive little girl, walking home on a wintery night with her family. Approaching her home, Tilly looks to the sky and spots the Northern lights roaring with colours and magic. Remembering something her grandfather said on the way into the house, she begins to explore ways of capturing the special Christmas magic in the sky to share with her bleak town, she settles on a make-shift rod with an attached jar, made from her grandad’s walking stick.
As a result of the magic spread by Tilly, a grey village is turned into a winter wonderland, an ordinary man transforms into a snowman, a grumpy cat receives a new Christmas jumper and a beautiful Christmas tree sprouts from thin air. The campaign ‘Let’s make Christmas Extra Special’ captures the true spirit of Christmas, highlighting that with Asda, everyone can have an extra special Christmas.
Prior to the ad launching on ITV, Asda will release a series of themed teasers in partnership with ITV from Friday 1 November until launch, starting with the ITV National Weather, presented by Alex Beresford, at 6.55pm. The partnership includes a takeover of the ITV Hub, two extra special weather forecasts and a nod to the Christmas ad also appears over the village of Emmerdale during the opening credits.
Eilidh Macaskill, Asda VP of creative, comments: “Working with ITV on this partnership has been a fantastic new adventure and allowed us to broaden the reach and impact of our campaign in a really innovative way.”
In addition to the two-minute ad, Asda will also air a 60-second brand ad and shorter 30-second product-focused versions during the festive period, showcasing everything the retailer has to offer to make Christmas extra special for everyone.