Holiday garden gnomes save Christmas in charming Asda spot

As Santa has his elves to prepare toys for Christmas, but U.K. grocery chain Asda has its gnomes in a cheerful holiday ad from Havas London. With the countdown to holiday festivities officially on, Asda’s 90-second spot follows an animated team of gnomes who rise to save Christmas, transforming an Asda location for the holidays in a snowstorm. The creative opens on two Asda colleagues, Maggie and Bill, staring out at the storm as Maggie expresses concern, saying, “Every road is closed between here and Sheffield. How are we going to get the store ready for Christmas?” Bill, however, leverages the benefit of his experience to call the gnomes into action. Hundreds of Asda gnomes join five hero “gnomies,” including adventurer Max, drag artist and fashionista Gnicky, gourmet chef Gnibbles, cool as a cucumber surfer Gnarla and the perfectionist party-planner Gnorma. The spot is set to the theme song of “The A Team,” the ’80s TV show about a group of commando mavericks tasked with daring rescue missions. Also read: 11 creative campaigns to know about today “Asda’s gnomes are long-standing favorites with our customers, and they were staring us in the face as the obvious characters for our Christmas campaign,” said David Hills, chief customer officer at Asda. “Asda’s gnomes are not just iconic, they’re much loved by all—taking pride of place in people’s homes and gardens up and down the country,” added Vicki Maguire, chief creative officer at Havas London. In addition to the spot, Asda has created the five hero gnomes in real life, which will hit the shelves for purchase alongside the “Mrs. Clause” gnome on Nov. 7. The ad will run on social as well as TV beginning Nov. 6. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Holiday garden gnomes save Christmas in charming Asda spot

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