Asda’s product range and prices are even making the biggest Christmas cynic, the Grinch, happy.
The 90-second brand ad, created by Lucky Generals and directed by Dexter Fletcher, premiered on Asda’s social channels at 7am on Saturday, November 1 before a 60-second version will air on TV for the first time on ITV 1 at 8.30pm in the 1% Clubad break.
Contrary to conventional Christmas approaches, the campaign remains rooted in the supermarket’s ongoing strategy, That’s Asda Price, which is centred around delivering low prices to hard-working families who demand value – even more so during the festive season. It is built on the premise that everyone has that one person in the family who can be a bit ‘grinchy’ about Christmas. As the Grinch, that family member bemoans the “frightful” prices and “spenny gifts” that the festive season brings, to the tune of Let it Snow, until Asda’s distant green glow, draws him in and starts to melt his heart.
Rachel Eyre, chief customer office at Asda,stated, “We know our customers love Christmas even more than most, but it’s no secret that it can also bring significant financial pressure. We wanted to lean into that truth this year in a fun and engaging way only Asda can and show our customers that we’re not taking our foot off the gas when it comes to delivering on our Asda Price promise this festive season.
“…and who better to encapsulate that than the Grinch? I’m extremely encouraged by the results from the effectiveness testing we’ve done at each stage of the campaign development and look forward to seeing the reaction from our customers and colleagues.”
Cressida Holmes-Smith, CEO at Lucky Generals, added, “We have remained true to the brand platform this Christmas – delivering consistency for customers at a time they need it most. We’ve faced into the reality of Christmas in a fun and light-hearted way, recognising that for many families although they love Christmas and everything the festive season brings, it can be bring with it a financial burden – so there is no wonder it can turn people Grinchy. But with Asda’s prices, they don’t need to be. We wanted to tell this story in a big, bombastic, fun, entertaining modern way with songs and lights and dancing and all the trimmings people deserve from a big Christmas ad.”
Asda’s full Christmas campaign spans the full-suite of Asda’s marketing and PR channels, including print, out-of-home, video on demand, organic social, paid social, CRM and in-store executions, as well as activity across Asda Radio and Asda Magazine.
As well as the 60-second TVC and 90 second film on Asda social channels, the Grinch will continue to pop up throughout the festive season in 30-second mission led formats, highlighting some of Asda’s festive foods.
Credits:
Client: Asda
Creative Agency: Lucky Generals
Director: Dexter Fletcher
DoP: George Richmond
Production Company Producer: Clara Bennett
Production Company: Curate
Editing: Marshall Street
Editors: Tim Thortan-Allan & Hannah Yerbry
Post-production: 1920
Post-production producer: Ross Culliagan
Grade: Kai Vanbeers
VFX Artist: Ryan Hadfield
Sound: No.8
Sound Producer: Karen Noden
Sound Engineer: Sam Robson
