Wednesday 18 September 2019

First Christmas 2017 advert launched whether you like it or not

Rachel Hosie

The most wonderful time of the year is nearly upon us once more, and along with Starbucks’ cups, the Coca-Cola Christmas truck tour and supermarket shelves lined with advent calendars, festive adverts are a sure-fire sign that Christmas is coming.

They’re some of the most-awaited adverts of the year, with the public desperate to see what their favourite brands have concocted.

It was John Lewis’ 2011 Christmas advert, The Long Wait, which revolutionised the game and set the scene for tear-jerking ads.

The first big brand to launch their Christmas advert this year is Asda, whose 2017 advert offers an insight into their “Imaginarium” - or Christmas workshop.

As we follow a young girl and her grandfather around the factory, viewers are meant to be discovering the secrets behind Asda’s festive ranges.

It’s definitely an ad that focuses on advertising the food products on offer, rather than simply conjuring up positive sentiment towards the brand.

The advert is perfectly fine, but it’s unlikely to leave you welling up, feeling fuzzy inside or desperate to share it on Facebook.

The 60 second ad will launch in the first ad break of X Factor on ITV on Sunday night and according to Asda’s Chief Customer Officer, Andy Murray, the idea came from seeing the reaction of Asda customers when they took part in tasting sessions of Asda’s Christmas range.

Murray explains: “Earlier in the year we held sessions with our customers to get feedback on our Christmas range. As we talked to them about Christmas we could see how much joy and happiness planning their Christmas brought them – we knew we wanted to reflect that in our ad.

“When we saw their reactions to our food – the way it surprised them and made them smile – as well as the incredible pride and attention to detail our product developers had put into creating it, the inspiration for the Imaginarium was born.”

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