Asda launches Christmas campaign with X Factor singer

Asda's upbeat Christmas campaign shows the lengths people go to get into the festive spirit, and uses real-life examples from a customer poll.

The campaign, which was created by VCCP, launched on Sunday (1 November) with a 60-second ad that aired in the evening, during The X Factor on ITV.

The spot features the debut single, Sax, by Fleur East, who was last year's runner-up in the competition. The single is featured on the ad ahead of its 6 November release.

The supermarket teased the ad throughout the day of 1 November with five-second spots across most major channels. The TV spot will be shown in cinemas and is backed by outdoor and digital executions.

As Christmas draws nearer, Asda will air shorter ads on TV that draw attention to specific products lines, such as the supermarket's Star Wars costumes and festive desserts.

Barry Williams, Asda’s chief customer officer, said: "Christmas is a time you can really go for it – trust me, with a big family of my own I’m well aware of how much effort goes into making it special, fun and meaningful, and how much reward comes from doing just that.

"And I know it’s not just my family who feels this way; our customers have been saying they act exactly the same at this time of year so we’re celebrating that spirit throughout our Christmas campaign."

The work was created by Chris Willis at VCCP and shot by Neil Gorringe through Moxie.



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