Asda has gone big for its holiday campaign this year, in the first major TV spot for the Walmart-owned supermarket company by AMV BBDO.
AMV has created a snow-filled extravaganza that kicks off with a sunglasses-wearing Santa launching a flaming Christmas pudding into the air like a missile. We then get an avalanche of dancing skiers, St. Nicks on motor bikes, cowboys riding Christmas trees, yetis and more--all laden with Asda food, gifts and clothing. The crew descend down a snowy mountain to "bring" Christmas to an excited young girl who's waiting at home. It's set to Darlene Love's festive track “Christmas (Baby Please Come Home).”
The ad features some of Asda’s employees, after the supermarket held open auditions for the chance to be part of the campaign. Directed by Stink's Agustin Alberdi, it's high-octane, adrenalin-fueled fare that rams home the message that you can buy everything at Asda--but it doesn't land as powerfully as some of the more storytelling-led spots on offer this year.
AMV BBDO won the Asda account in a competitive pitch earlier this year; the previous incumbent was Saatchi & Saatchi, which last Christmas created a "Charlie and the Chocolate Factory" style spot for the brand. However, the future of the account is uncertain, as Asda plans to merge with rival Sainsbury's; the proposed merger is currently being examined by U.K. competition authorities. Ironically, Sainsbury's is a former long-time AMV client, currently working with Wieden & Kennedy London.