Morrisons and Leo Burnett have revived the musical theatre ad for Christmas this year. And like the other major UK retailers who have released Christmas commercial so far, Morrisons is bringing back last year’s successful animated creatures – in this case the singing oven gloves. Their uplifting anthem, Give a Little Love, from the Bugsy Malone soundtrack, celebrates the stars of Christmas, with its chorus “you give a little love, it all comes back to you”; the hosts being those who will choreograph the nation’s festive feasts as they prepare to “stage their Christmas show”. Morrison’s food ranges steal the limelight though. The commercial has a definite food porn personality.
The campaign song was recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios – with talent spotted from across Morrisons stores, manufacturing sites and support office – and sets the tone with the feel-good energy and celebratory warmth of a big ‘musical’ production finale.
The commercial was directed by Michael Gracey who made 2017’s worldwide success, The Greatest Showman. It combines the playful charm of the oven gloves with a theatrical flair and the magic of Christmas. The Black Kite team joined in pre-production, collaborating closely with Gracey to design complex camera movements for each choreographed scene. The VFX team carefully planned the ambitious moves to maximise creative flexibility.
Mark Elwood, chief creative officer at Leo Burnett UK, stated, “The oven glove puppets have become an icon of Morrison’s Christmas, embodying the heart and soul of every festive kitchen. This year, we wanted to take them to the next level by giving them their own voices, turning them into inspiring and supportive companions for hosts all over the nation. Highlighting the journey every Christmas chef goes through; we knew this theatrical take and ‘The Greatest Showman’ Director Michael Gracey, would truly bring this to life.”
“Morrisons is here to ensure that every host can put on the greatest show at home this Christmas,” added Alex Rogerson, Morrisons Group customer and marketing officer. “We know that hosting can come with some pressure, but with our top-quality Christmas range and a little help from Morrisons experts and our singing oven gloves – our customers are set to shine bright this Christmas, with our range of great value food that looks spectacular, and tastes just as good.”
Wavemaker UK is responsible for the media strategy, planning and buying. The campaign spans TV, digital display, social media, cinema and outdoor ads, in addition to audio and print activity in partnership with Bauer and Immediate Media respectively. In-store creative executions, including creative design and photography for the customer journey was carried out by Live & Breathe.
Morrisons is also launching a series of playful social content featuring the oven gloves, including unboxing videos and series of films with the gloves suggesting dishes for different festive occasions and tips to help hosts get stage-ready alongside Morrisons colleagues demonstrating their expertise. There will also be light-hearted bloopers with the gloves, capturing fun outtakes to bring extra festive cheer.
Additionally, the fan-favourite Cat Glove from last year returns with a new spin-off ad, introducing the Kitten Mittens. The campaign will be supported with a series of fully integrated 20-second food and drink focused ads across TV and radio, also set to the backdrop of Give a little a love, and including appearances from the gloves.
Credits:
Advertising Agency: Leo Burnett
Creative Directors: Gareth Butters & Kimberley Gill
CCO: Mark Elwood
Executive creative Directors: James Millers & Andrew Long
Senior Producer: Anna Cartwright
Chief Production Officer: Emily Marr
Creative Director of Design: David Allen
Senior Designer: Harry Ingrams
Business Director: Sophie Garrett
Account Director: Ben Mallins
Senior Account Manager: Gabriella Watts
Account Executive: Jessica Lakey
Head of Planning: Joe Beveridge
Planning Director: Rebecca Priest
Project Director: Fahed Eichikhe
Trade Senior Producer: Georgia Morris
Trade Creative: Joshua Merriam
Production Company (Brand): Partizan
Director: Michael Gracey
Managing Director & Executive Producer: Jenny Beckett
Head of Production: Ella More O’Ferrall
Producer: Daniel Wheldon
Line Producer: Lucy Banks
Director’s Assistant: Sophia Nagar
Production Manager: Matt Bulaitis
Production Coordinator: Alice Pitt-Carter
Production Assistant: Ella Kander
DOP: Stephen Keith Roach
Production Designer: Olly Williams
Editor: David Spearing
VFX: Black Kite Studios
VFX Supervisor: Dan Sanders
Colour: Richard Fearon
Shoot Supervisor: Daniel Sanders
2D Lead: Paul Wilmot
Executive Producer: Hannah Ruddleston
Senior Producer: Hazel Gibson
Music Supervision & Licensing: Wake The Town
Music Direction, Production, Sound Design & Mix: String & Tins
Music Producer, Voice Director, Sound Design & Mix: Adam Smyth
Sound Design & Composition Producer: Alina Miroshnichenko
Composition Re-Arrangement: Joseph Alexander
Production Company (Trade): Annex
Director: Gareth Sambridge
Executive Producer: Basil Stephens
Producer: Fred Robinson
DOP: Jordan Stephens
Production Designer: Matt Duddleston
Editor: Brian Beattie
Post Production: Prodigious
Grade: Matthew Lee-Redman
Post Producer: Jessica Scanella
Offline Editor: Brian Beattie
Flame: Jack Kennedy
Audio: Henry Frith
Music Composition & Sound Design: String & Tins
Sound Design & Composition Producer: Alina Miroshnichenko
