Asda has introduced Buddy the Elf (played by Will Ferrell) into in its 2022 Christmas campaign.
The iconic character from the 2003 classic Elf, features throughout the 90-second commercial and is under license from Warner Bros Discovery Global Consumer Products.
Created by Havas London and directed by Rattling Stick’s Danny Kleinman, the film uses original footage from Elf to plant the beloved Buddy right into the center of a ‘bustling’ Asda store in the build-up to Christmas.
In his Christmas trial shift for the supermarket, Buddy reprises lines from the original film and causes utter chaos in the local Asda store. He marvels at Asda’s selection of Christmas goodies and eats all the free pigs in blanket samples, distracting store colleagues with his Christmas plans. The ‘jubilant and cheer-spreading’ advert ends with the line ‘Have your Elf a Merry Christmas’.
“Like Buddy, we absolutely love Christmas – so we’re thrilled to welcome him to our team,” Asda acting chief customer officer, Sam Dickson, said.
“We know this has been a tough year for so many people, which is why we want to create some little moments of joy for families this year with our Christmas campaign, and more importantly, our amazing products. We hope that with a little bit of help from Buddy, our joy-filled Christmas offering will create some festive magic and helps give families a Christmas to remember together.”
The film, that reportedly relied on ‘meticulous’ planning and deft-touch VFX techniques from Framestore, premieres today at 8:45pm on ITV in the Coronation Street ad break.
Havas London chief creative officer, Vicki Maguire, added: “No one embodies the feeling of Christmas more than Buddy the Elf. We can all identify with that wonderful, wide-eyed anticipation and childlike wonder at every bauble or flake of snow.
“He lives for Christmas – and right now, that sense of unapologetic joy is just what we need. So, who better to be hired as an Asda seasonal colleague – he’s even branded in Asda colours! It’s the perfect partnership for Asda to ensure everyone is able to have the Christmas they deserve this year.”
The campaign will also include in-store tannoy announcements from Buddy himself and Elf-themed food and clothing.
