Morrisons is supporting this year’s festive hosts with a joyfully 80s-themed ad set to the tune of Starship’s 1987 smash hit ‘Nothing’s Gonna Stop Us Now.’
Developed in partnership with creative agency Leo Burnett, the 60-second feel-good spot will premiere on Monday 6th November during a screening of ITV’s flagship soap, Coronation Street.
By anthropomorphising the trusty oven glove, the grocer’s festive food fest celebrates the hours and hours of hard and dedicated work put in by hosts up and down the country on Christmas Day.
“This Christmas – and every Christmas – great British food should be the star of the show and so our ad showcases Morrisons brilliant Christmas range. But there’s always a lot to do when preparing the big Christmas meal and some classic 1980s power ballad encouragement is clearly in order,” Morrisons chief customer and marketing officer, Rachel Eyre said.
“And so we’ve made the trusty oven glove the tuneful cheerleaders of the nation’s Christmas chefs and we hope they enjoy it as much as we enjoyed making it. Nothing’s gonna stop us making this Christmas the best for our customers.”
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Running across TV, cinema, video-on-demand, radio, press, digital display, social media and out of home, the campaign will be additionally supported by ten 20″ spots highlighting a range of Christmas deals.
Rounding off the activity, a native social campaign will also be launched via TikTok, encouraging users to take part in a glove karaoke competition, posting duets of themselves singing with their oven gloves for the chance to win their Christmas shop.
Leo Burnett UK executive creative director, Mark Elwood added: “The humble oven glove is at the heart of every Christmas across the UK. Everyone has a pair in their kitchen drawer or hung up on the oven, whether they’re a fresh new set or the ones that got scorched while making Christmas dinner in 1993.
“Our singing oven gloves are there to support hosts up and down the nation whilst making their Christmas dinner special. Bringing a little festive joy to the nation with an 80s banger that everyone can sing along too. #GloveOke anyone?”
