Asda checks into Downton Abbey in new TV ad

Promo featuring cook character ties in with movie release.

Asda checks into Downton Abbey in new TV ad

Asda is launching an ad campaign based on a tie-up with a film based on the long-running TV costume drama series Downton Abbey.

The campaign includes a 30-second TV spot, "Dine like Downton", which breaks tonight on Channel 4 in the 8.30pm ad break during Kirstie and Phil's Love It or List It, planned by Blue449. 

The spot opens with the character of Mrs Patmore, the cook of the pre-war upper class household, getting her staff ready to feed the visiting Royal Family, in a nod to the film’s plot.

When she plonks down a steaming joint of roast beef the ad transitions to a modern-day host presenting the same thing to a dinner party, with the pay-off "When it comes to quality you can rely on Asda … and you don’t need to pay a king’s ransom".

The ad was created by Jack Kerruish and Greg De Roeck at Abbott Mead Vickers BBDO and directed by Jamie Rafn through Smuggler.

It finishes with a promo message for the Downton Abbey film, which opens in cinemas on 13 September.

Asda is not the first supermarket to harness the appeal of the upstairs-downstairs story of Downton Abbey. One of the four sponsors of the series across its original run on ITV between 2010 and 2016 was Tesco’s premium range Finest.