The 60-second ad, created by DLKW Lowe, will break during the ad break of ITV’s 'Coronation Street' this tonight. It will also run with a series of shorter, 40-second ads.
Set to the festive tune 'It’s Beginning to Look a Lot like Christmas", it focuses on "what makes Christmas special" - from food and entertainment to special festive moments such as turning on the Christmas lights.
Festive occasions are shown "like a picture book" throughout the ad, with each scene aiming to bring to life the spirit of the season. The characters in each frame sing a line each of the song.
The work shows Morrisons' butchers, bakers, fishmongers and greengrocers helping customers to "make Christmas special".
It also focuses on its value credentials, showing a Fruited Panettone (£2) M Signature Bronze British Whole Turkey, which starts from just £20, fresh Brussels sprouts (69p/750g), a Build Your Own Gingerbread House Kit (£4.99) and Nutmeg jumpers (£12), modelled by Ant and Dec.
Morrisons will support the ad with in-store activity, radio and press advertising and sponsorship deals with Capital FM’s Jingle Bell Ball and Text Santa.
Nick Collard, group marketing and customer director said: "As our customers start to think about Christmas, they want to know it’s going to be magical and special for their families and we want to help make it special for them.
"We are really proud of our in-store experts that help to make Morrisons distinct and we know that our customers appreciate the great value we offer them on fresh food and famous brands, especially as Christmas approaches".