Morrisons is showing support for the nation’s festive hosts in its latest Christmas advert, which is set to air on Monday 6 November during ITV’s Coronation Street.
The ad centres on a pair of oven gloves that come alive to sing their support for hosts and chefs, as they prepare their celebratory feasts for the big day.
The 60 second TV spot, produced with creative agency Leo Burnett, is set to a rendition of American rock band Starship’s classic 1987 power ballad ‘Nothing’s Gonna Stop Us Now’.
The advert 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.
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.
Morrisons is also inviting the nation to get involved in an interactive oven glove karaoke competition on social media, which is inviting 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.
It comes as a host of retailers have released their new Christmas adverts – including Waitrose, M&S and Sainsbury’s.
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Morrisons chief customer and marketing officer Rachel Eyre said: “This Christmas – and every Christmas – great British food should be the star of the show and so 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.
“And so 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. Nothing’s gonna stop us making this Christmas the best for our customers.”
Executive creative director at Leo Burnett UK Mark Elwood commented: “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.”
This week, outgoing Morrisons boss David Potts said that the worst of food inflation is over but warned that vegetable lines were likely to surge in price ahead of Christmas.
