It’s Chriiiiiiiiiiiiiiiiiiiiistmas…well, obviously it’s not quite time for Noddy Holder but, with only 53 days to go, Asda is first out of the blocks with what it claims is a “heart-warming” festive campaign. Brace yourselves for the onslaught.
The “Let’s make Christmas extra special” campaign, devised by Abbott Mead Vickers BBDO, will premiere on Saturday during The X Factor: Celebrity. It is centred around the people who go the extra mile to spread joy throughout the festive season and make it a special time for all (are feeling sick yet?).
According to the blurb, it opens with Tilly, an inquisitive young girl, walking home on a wintery night with her brother Jack. Arriving home, Tilly looks to the sky and spots the Northern lights roaring with colours above her head.
Remembering something her grandfather once told her about Santa’s leftover magic, the “golden grandchild” creates a makeshift rod using her granddad’s walking stick with a glass jar on the end to capture the aurora borealis (are you still with us?).
She then spreads the joy around her gloomy town, which is turned into a “winter wonderland”. Some poor bloke is transformed to a snowman, an old moggy gets a new jumper, while people waiting at the bus stop turn in to gingerbread people (it is not known whether they start devouring each other, however.)
When the fun stops, Tilly is a little sad apparently, as she doesn’t want the magic to end. But her big brother plots an extra special surprise for her when she wakes up the following morning (don’t ask).
Asda’s chief customer officer Andy Murray explained: “We know the most important thing to our customers at Christmas is spending time with family and friends. These are the people who make Christmas special and they’re willing to go the extra mile to make sure the occasion is truly magical.”
So, what is the consensus around the Decision Marketing office? Will Tilly & Co put us in the festive mood and make us rush to Asda to start our Christmas shop? Or is it all far too early?
Well, sadly, not even the editorial might of this august journal has given us a sneak preview of the ad so it’s hard to tell whether it will be any good or not. However, it doesn’t take a genius to work out it is likely to be pretty close to last year’s “feelgood” effort (see Spooner’s Klorinated Kristmas Krackers), with added “green magic”.
Mind you, we do hear Asda has some great new festive lines, including mini pub party food, gin-smoked salmon, and a garlic and herb bread wreath with baking Camembert. And who could resist a “extra special Christmas cracker pigs in blankets centrepiece”? Come on, you know it makes sense…
UPDATE: You can now watch the ad in all its glory here>
Decision Marketing Adometer 6 out 10 (at a guess)