Morrisons has launched its 2024 Christmas advert, starring last year’s much-loved singing oven gloves for a new performance.

The advert by creative agency Leo Burnett, which debuts on TV tonight (4 November) during ITV’s Coronation Street, is set to the soundtrack of ‘Give a Little Love’ from Bugsy Malone, recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios.

Directed by Michael Gracey, who made 2017 film The Greatest Showman – the ad combines the playful charm of the oven gloves with a theatrical flair and sees the gloves, now fully animated with distinct voices, singing their support for Christmas day chefs. 

F

Food from the supermarket giant’s ‘The Best’ festive range feature throughout the 60-second ad, from British turkeys and whole salmon, to party food and desserts.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

The advert opens with a Morrisons delivery van arriving at a home, where inside, a lone oven glove springs to life, beginning to sing the opening line of ‘Give a Little Love’.

The viewer is then taken on a journey through a series of festive kitchens, where the gloves provide moral support to hosts preparing for the big day.

Morrisons group customer and marketing officer Alex Rogerson said: “Morrisons is here to ensure that every host can put on the greatest show at home this Christmas.

“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.”

Media activations will span TV, digital display, social media, cinema and outdoor ads. As part of this year’s social strategy, Morrisons is launching a series of playful content featuring the oven gloves, including unboxing videos and a series of films with the gloves suggesting dishes for different festive occasions.