Ant and Dec star in Morrisons' 'be our guest' Christmas ad

A dancing gingerbread man sings to Morrisons ambassadors Ant and Dec in the supermarket's Christmas ad, airing tonight during ITV's 'Coronation Street'.

The 60-second spot, "go on... it's Christmas", is set to the tune of ‘Be Our Guest’ from the Disney film ‘Beauty and the Beast’, and features a dining table covered with Christmas food.

A Morrisons gingerbread character sings to presenter duo Ant and Dec, who have appeared in Morrisons ads since signing a deal at the beginning of this year.

The animated gingerbread man, called Ginger, sings to the pair about the array of festive foods on sale at Morrisons, with rewritten lyrics to the Disney song.

He is accompanied by animated miniature versions of Morrisons’ ‘M Kitchen’ chefs, who designed the festive menu at the supermarket.

The ad was made by DLKW Lowe, which retained Morrison's £73 million ad account in August after a pitch. The creative team at the agency was David Adamson and Richard Prentice.

It was directed by duo Psyop (Marie Hyon and Marco Spier) through Smuggler, and MEC was the media agency.

Ginger the gingerbread man can be bought at the cake shop section in Morrison's supermarkets.

The full-length spot will be followed by several shorter 20-second and 10-second ads that feature two M Kitchen chefs and highlight Morrison’s Christmas products.

Morrisons’ premium ‘M Signature’ will also appear in a further 30-second TVC that will air from late November.

Belinda Youngs, the corporate brand marketing director at Morrisons, said: "We’ve been working with Ant and Dec all year, and who better to help us celebrate than the nation’s favourite duo?

"However, they are not the only stars in our advertising and our M Kitchen chefs also make an appearance. They have been busy since last January developing and approving all our products to ensure that not only does our food taste great, but it is great value too."

Last year, the Advertising Standards Authority received more than 100 complaints about the 2012 Morrison's Christmas ad. Those who complained said it reinforced "outdated" gender stereotypes, but the complaints were not upheld.

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