Asda’s new festive ad features a team of gnomes working to save Christmas, bringing charm and creativity to the holiday season.
- A huge snowstorm poses a challenge to Maggie and Bill, Asda workers who worry about preparing the store for Christmas.
- An enchanting signal from a gnome lights up, calling hundreds of gnomes nationwide to assist.
- The gnome team, led by Max, transforms the store into a Christmas wonderland with festive offerings.
- The ad concludes with the gnomes departing in Asda delivery vans to the adapted tune ‘Driving Gnome for Christmas.’
Asda’s latest holiday commercial introduces viewers to a whimsical world where garden gnomes play a starring role in saving Christmas. The advertisement begins with two Asda employees, Maggie and Bill, troubled by a severe snowstorm that threatens to disrupt their holiday preparations. “Every road is closed between here and Sheffield, how are we going to get the store ready for Christmas?” Maggie asks, setting the stage for a unique adventure.
Bill, undeterred, picks up a nearby gnome and presses its nose, which illuminates in green. This action sends out a beacon calling gnomes from gardens, pub shelves, and even tower blocks across the country. A distinguished team of gnomes—Max, Gnibbles, Gnorma, Gnicky, and Gnarla—swiftly responds to the call.
Set against the iconic theme of The A Team, the gnomes arrive at the Asda store. With their arrival, the transformation begins as they bring the festive spirit to life, featuring Asda’s seasonal products and decorations. As they work through the night, the store is beautifully adorned with a range of festive items such as ‘Exceptional’ mince pies, a stylish George dress, penguin bao buns, and a charming gingerbread gnome.
As dawn breaks, Max, the chief gnome, signals that their work is done. “It’s time to go Gnome,” he declares, marking the end of their overnight makeover. The gnomes then board Asda delivery vans, ensuring that their efforts will bring joy to households far and wide, all set to a reimagined Christmas anthem, ‘Driving Gnome for Christmas.’
The choice of gnomes as the central theme is a nod to their enduring popularity among Asda shoppers. Over the past four years, more than 100,000 festive gnomes have been sold, and they continue to captivate customers with their charm. Asda has even dedicated a buyer specifically for these whimsical figures, underlining their significance in holiday promotions.
Asda’s chief customer officer, David Hills, explains the rationale behind this festive campaign: “Asda’s gnomes are long standing favorites with our customers and they were staring us in the face as the obvious characters for our Christmas campaign.” Hills emphasizes that the campaign aims to showcase the diverse offerings available at Asda, from quality food to fashionable clothing and home items, all conveniently available in one location.
Released first on social media and scheduled for a television debut during a popular program’s ad break, this campaign runs parallel to others in the market, such as Sainsbury’s BFG-themed advert. The timing and placement are strategically designed to resonate with a broad audience, capturing the essence of Christmas and bringing a touch of magic to the festive season.
Asda’s gnome-themed advertisement delightfully merges creativity and festive cheer, delivering a memorable holiday campaign.
