Asda has signed up iconic Canadian singer Michael Bublé to front its 2023 Christmas campaign in a series of ads directed by Oscar winner Taika Waititi.
Boasting a long cultural association with the festive period, Bublé has cemented himself at the centre of the UK’s Christmas psyche over the last decade – with the supermarket chain no doubt hoping to tap into his immense popularity.
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Tipped to sing in the advert (unsurprisingly), this huge singing may help Asda once again top the festive advertising charts following last year’s touchingly ingenious Buddy the Elf mashup, which saw a prime Will Ferrell running amok in an Asda supermarket.
The ad was even named as the festive period’s ‘most effective’ by System1, trumping similar blockbuster efforts from rivals John Lewis, Tesco, Aldi and Lidl.
Bublé’s recruitment follows hot on the heels on recent speculation around a potential new creative direction for John Lewis’ 2023 Christmas campaign, after it split with long-time creative partner Adam&EveDDB before recruiting Saatchi & Saatchi.
