Asda has unveiled its full 2023 festive ad, starring ‘King of Christmas’ Michael Bublé.
The ad, which launched during the ad break of ITV’s The Voice, sees Bublé in the role as Asda’s chief quality officer, tasked with ensuring the retailer delivers the very best food this Christmas.
Bublé is seen measuring rows of individual chocolate and orange panettones and indulging in some brown butter and spiced dark rum mince pies.
Shot by Oscar-winning filmmaker Taika Waititi, the ad opens with Bublé sitting, feet up on his new desk, with his gold-plated chief quality officer desk sign in full sight.
“Products to approve – so bring Mr. Bublé your best”, orders an Asda colleague, once Bublé has finished cheekily requesting a “clean up on aisle five”.
After he admonishes the fishmonger who has tried to push mackerel again for Christmas dinner this year, Bublé enters the retailer’s warehouse as seen in the teaser as he gets to work approving Asda’s finest Christmas offerings.
He selects the final cheese to complete Asda’s Extra Special Christmas Cheeseboard and samples some truffle and parmesan pigs in blankets – which he playfully exclaims might beat him to Christmas number one.
As the ad draws to a close an Asda colleague calls out “Off for the night are you?” – to which Bublé declares he’s just getting started, as he joins a store-front choir to sing his crescendo, ‘Walking in a Winter Wonderland’.
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To coincide with the launch, Asda will install a showstopping 20ft Christmas tree at Kings Cross station next Thursday (16 November), decorated with over 300 sparkling Michael Bublé-powered bulbs.
It is inviting consumers to step up the stage to give the tree their best Bublé to watch it dance and dazzle with light.
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.
“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.”
Asda is not the only retailer to enlist A-listers to bring some glamour to their festive ads. M&S Food’s ad features Hollywood actors Ryan Reynolds and Rob McElhenney, whilst Waitrose has signed up Graham Norton.
Meanwhile, Sainsbury’s has gone more tongue-in-cheek with its big signing, with 80s legend Rick Astley making a cameo in its Christmas ad.
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