An army of ceramic garden gnomes has been enlisted to save Christmas in Asda’s 2024 festive ad, which features its fair share of eye roll-worthy gnome-themed puns.
Devised by creative agency Havas London, the campaign will revolve around a 90-second hero spot in which CGI-animated gnomes help deck out a snowed-in Asda store just in time for Christmas.
Due to make its TV premiere on 6 November during an episode of ITV’s Coronation Street, the fun-packed film is playfully set to the A-Team’s iconic theme tune – echoing the gnomes’ daring rescue mission.
Running across the grocer’s social media channels from today (4 November), the creative features five new brand characters who will join Asda’s ‘Mrs Claus’ gnome on store shelves from 7 November.
“Asda’s gnomes are long standing favourites with our customers and they were staring us in the face as the obvious characters for our Christmas campaign – a very Asda way for us to showcase our breadth of offer,” Asda chief customer officer, David Hills said.
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“Our priority is to make sure our customers can have their best Christmas possible with great quality food, general merchandise and amazing George clothing & home items all under one roof. From decorating their home and dressing for the party season, to consuming award-winning Exceptional mince pies and truly show-stopping centrepiece meats and desserts – all with Asda’s uncompromising value promise.”
Directed by Bryan Buckley and produced by Hungry Man, the 3D design of the gnomes was handled by Emmy-winning character experts Legacy Effects. The animation and post-production was managed by Rascal Studios.
With media planning and buying handled by Publicis’ Spark Foundry, Asda’s ‘Gnome of Christmas’ concept will run across TV, social media, out-of-home, in-store and online.
Havas London chief creative officer, Vicki Maguire added: “Asda’s gnomes are not just iconic, they’re much loved by all – taking pride of place in people’s homes and gardens up and down the country.
“Bringing them to life this Christmas continues Asda’s focus on humorous, warm brand campaigns that tap into what customers really care for and love about Asda and its offer.”
