Instead of a single blockbuster ad, the supermarket’s agency Saatchi & Saatchi has created around 26 films of between 10 and 20 seconds in length.
United by the tagline "Christmas made better" and the same festive music, almost every ad takes a product and shows families enjoying it as part of the festive season.
In one example, "The long nighty night", Saatchis has picked the familiar scenario of trying to cram all your visiting family into your house as a way of pushing the supermarket’s George festive bedding – "from £12". [The spot can be seen at 01:25 in the reel above]
The first ad, aired during Coronation Street, introduces a Christmas dinner table scenario filled with a never-ending supply of delicious food circulating around the more than extended table of family and friends enjoying the day. [The spot can be seen at 02:08 in the reel above]
Andy Murray, chief customer officer at Asda, said: "Customers don’t need us to tell them how to enjoy Christmas – as far as they’re concerned, they’ve got Christmas nailed.
"But what customers do want is to know that they can trust Asda to offer them everything they need to make their Christmas live up to their expectations, including great quality, great prices and exciting product ranges for the festive season."
Under pressure from the rise of Aldi and Lidl and the recovery of Tesco, Asda's like-for-like sales dropped 4.7% in the year to December 2015.
The campaign will run across TV, out of home, print, digital and point of sale.
Saatchi's creative team included Matt Butterfield, Ben Robinson and Mike Whiteside; creative director Adam Chiappe and executive creative director Rob Potts. The ads were directed by Traktor through Rattling Stick.
Media planning and buying is by Blue 449.