Asda has launched its festive campaign early, featuring animated gnomes.
- Designed to bring joy, the campaign follows gnomes saving Christmas.
- A 90-second ad will premiere on ITV during Coronation Street.
- The campaign includes five new gnome characters available in stores.
- Created by Havas, the campaign uses the theme of The A-Team.
With Christmas approaching, Asda has introduced a creative new campaign that features a whimsical team of animated gnomes. The campaign is set to capture the imagination of audiences by showcasing a fun and magical journey where these gnomes undertake the task of saving Christmas just in time. The narrative brings to life five unique and engaging gnome characters who take centre stage in this festive tale.
The advertisement, a 90-second feature, is scheduled to premiere during a popular television slot on ITV, particularly during the Coronation Street episode’s ad break. This strategic timing ensures a wide viewership and maximises the campaign’s reach. The ad itself is an imaginative piece crafted by the agency Havas, drawing inspiration from the classic 80s show The A-Team. The opening scene sets the stage with Asda employees Maggie and Bill facing a snowstorm dilemma, leading to an adventurous call-to-action for the gnomes.
As the gnomes spring into action, viewers will see them transform the Asda store into a festive wonderland, handling everything from culinary delights to decorative spectacles. The characters include the adventurous Max, the stylish Gnicky, gourmet chef Gnibbles, the laid-back surfer Gnarla, and the meticulous planner Gnorma. The culmination of their efforts is accompanied by a cheerful adaptation of Chris Rea’s ‘Driving Home for Christmas,’ reinforcing the holiday spirit.
Beyond the central advertisement, Asda’s campaign extends its gnome theme across multiple platforms. This includes engaging with audiences via social media through what was presented as an accidental leak of the advertisement, fostering online buzz. Additionally, the gnomes make appearances in outdoor advertising, in-store promotions, and public relations initiatives to maintain festive momentum throughout the season. To coincide with this campaign, Asda has even introduced real-life versions of these gnome characters, available for purchase from early November.
Asda’s Chief Customer Officer, David Hills, emphasises the campaign’s alignment with Asda’s commitment to offering excellent value and quality. The gnomes, already popular among Asda’s customers, effectively represent the brand’s festive offerings, from food to clothing, ensuring customers experience the holiday season’s essentials. The involvement of acclaimed director Bryan Buckley and the creative input from prestigious design studios further underpin the campaign’s quality and appeal.
Asda’s 2024 Christmas campaign creatively utilises familiar gnome characters to deliver festive cheer across various platforms.
