Asda has unveiled a Christmas campaign focusing on the grocery retailer’s festive range and featuring Michael Bublé as the supermarket’s ‘chief quality officer’.
The new 90-second TV ad sees the singer-songwriter, who is synonymous with Christmas, tasked with ensuring the best quality of products this holiday season.
Shot by Oscar-award-winning director, Taika Waititi, the spot starts with Bublé sitting at his new desk accompanied by a gold-plated ‘chief quality officer’ desk sign.
Walking into a meeting room filled with Asda employees, the comedic spot sees Bublé cheekily request a “clean up on aisle five” and admonish the fishmonger for trying to again “push mackerel” as an alternative to Christmas dinner this year.
Entering Asda’s warehouse, from selecting the perfect cheeseboard to sampling truffle and parmesan pigs in blankets, Bublé draws upon his expertise to ensure the quality of every product in the supermarket.
In another scene, Bublé is seen measuring rows of individual chocolate and orange panettones and savouring a selection of brown butter and spiced dark rum mine pies.
The ad concludes with an Asda colleague calling out, “Off for the night are you?” to which Bublé responds he’s only just getting started as he joins the grocery retailer‘s colleague choir to sing ‘Walking in a Winter Wonderland’.
The festive spot follows in the wake of the grocery retailer’s dropping a 60-second teaser earlier in the week.
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Showcased across TV, the multichannel campaign is supported by a 20ft Christmas tree retail activation at London’s Kings Cross with an additional consumer competition on 16 November.
Asda chief customer officer David Hills said: “At Asda, we firmly believe that having the good stuff shouldn’t break the bank – especially at Christmas. We absolutely love the festive season at Asda – and we couldn’t think of anyone better to bring our Christmas campaign to life than Michael Bublé.”
“With Bublé’s undeniable ability to spread seasonal smiles and our commitment to quality, at great value, we’re a match made in heaven, proving Asda is a one-stop-shop for families seeking magic this Christmas.”
Bublé added: “I love my relationship with the UK, and I’m the biggest fan of Christmas, so it was an honour to be asked to star in Asda’s Christmas advert this year.”
“Adopting the role of chief quality officer, I took my responsibility very seriously, ensuring all products met the highest possible standards – naturally ensuring I had the joy of personally sampling them all – from Black Tiger Tempura Prawns, Truffle and Parmesan Pigs in Blankets to chocolate and Orange Panettone.
“I believe Christmas is a time like no other, there’s a special feeling in the air, a little more magic to be found, and even more excuses to put on a show with great-tasting food.”