Michael Bublé is Asda’s ‘chief quality officer’ in U.K. supermarket chain’s Christmas spot

Taika Waititi directed the 90-second film, as the Christmas crooner finally does a holiday commercial

Published On
Nov 06, 2023
Michael Bublé sitting at his desk at Asda HQ

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Michael Bublé’s Christmas music is a staple of the holiday season. Now, he’s starring in his first Christmas ad—a 90-second spot for U.K. supermarket retailer Asda in which he plays the company’s “chief quality officer,” making sure everything’s in top shape for the holiday season.

At the outset, the Canadian crooner is seen sitting at his desk, grinning as he orders a “cleanup on aisle five” through the PA. Soon, though, he’s reminded of his more important duties, as he takes a tour of the Asda warehouse, approving the quality of various products headed to the supermarket’s shelves.

The spot was created by Havas London and directed by Taika Waititi. It follows a 60-second teaser that was unveiled last week.


Last year’s Asda spot featured scenes from the movie “Elf” transported into an Asda store. The new spot references that earlier ad, as Bublé at one point dismisses maple-covered pigs in blankets as “so last year.”

Those craving more of Bublé’s singing get a little bit at the end, as he joins a storefront choir to sing the final phrase of “Walking in a Winter Wonderland.” 

“Christmas just isn’t Christmas without Michael Bublé,” said Vicki Maguire, chief creative officer at Havas London. “He’s an undisputed icon who gets everyone singing, dancing and feeling merry—and after another tough year, customers deserve it. But it’s not just Christmas Michael Bublé is synonymous with—he understands great quality. So, who better to ensure Christmas is the best it can be by quality controlling every aspect of it? If it isn’t good enough for Bublé, it isn’t good enough for Asda customers—and we hope this campaign puts a big smile on their millions of faces.”


Nov 06, 2023
Client :
Agency :
Chief Customer Officer :
David Hills
Senior Director Marketing & Communications :
Stephi Brett-Lee
Marketing Campaign Manager :
Leanne Shields
TV & Broadcast Production Manager :
Claire Ibbotson
James Fox
Chief Creative Officer :
Vicki Maguire
Executive Creative Director :
Dan Cole
Creative Partner :
Nathalie Gordon
Creative Partner :
Nick Allsop
Junior Creative :
Gwen Carre
Junior Creative :
John McGloin
Senior Designer :
Sam Kallen
Senior Designer :
Miles Niblett
Creative Production Director :
Dean Trendler
Senior Creative Producer :
Dan Karling
Executive Head of Strategy :
Britt Iversen
Strategy Partner :
Lee Barber
Strategy Director :
Jack Lewis-Barclay
Managing Partner :
Dave Owen
Senior Account Director :
Sophia Jenkins
Account Director :
Kirsty Warren
Account Executive :
Caitlin Toohey
Head of Film :
Louise Bonnar
Production Lead :
Olivia Riddle
Senior Producer :
Sarah Cowen
Producer :
Liberty Willison
Assistant Producer :
Kezia Claydon
Assistant Producer :
Elle Francis-Kent
Head of Business Affairs :
Simon Sole
Business Affairs Lead :
Amanda Levett
Senior Business Affairs Manager :
Marta Kisluk
Social :
One Green Bean
Head of Social & Content :
Nick Dodd
Creative Director :
Nick Hearne
Strategy Director :
Sean Weber
Senior Account Director :
Olivia King
Junior Creative :
Kirsty McKinlay
Media Agency :
Spark Foundry
Managing Partner :
Kat Broomhead
Business Director :
Louise Davies
Account Director :
Clare Miles
Account Manager :
Mark Barber
Senior Account Executive :
Moyo Fakorede
Hero Casting :
Talent Republic
CEO/Founder :
Anne Batz
Managing Partner :
Charlie Powell
Managing Director :
Emily Woods
Senior Account Executive :
Ella Barker
Production Company :
Hungry Man
Director :
Taika Waititi
Producer :
Hannah Stone
Mike Berlucchi
Director :
Ruth Pickett
Producer :
Camilla Cullen
Dave Miller
Editing :
Cabin Editing Company
Editor :
Chan Hatcher
Editor :
Talia Pasqua
Senior Producer :
Joanna Dawson
Executive Producer :
Kayt Hall
Editor :
Nina Sacharow
Post-Production :
VFX Supervisor :
Kalle Lundberg
Creative Director :
Kalle Lundberg
Colorist :
James Bamford
Executive Producer :
Colin Oaten
Producer :
Angie Broomfield
Head of Production :
James Beck
Sound :
Creative Outpost
Head of Sound :
Dave Robinson
Sound Designer :
Dave Robinson
Sound Designer :
Tom Lane
Senior Audio Post Producer :
Caroline McNally-Smith
Executive Producer :
Caroline McNulty
Music :
Music Lab
Music Supervisor :
Dave Goulding
Casting :
Cast Me
Casting Director :
Margareta Abena
Food Styling :
Katie Giovanni

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