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.”