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Asda unveils Christmas advert

Asda has unveiled a new Christmas advertising campaign that takes viewers into a magical world of a Christmas workshop called the Imaginarium.


Asda unveils Christmas advert

Asda has unveiled a new Christmas advertising campaign that takes viewers into a magical world of a Christmas workshop called the Imaginarium.

The 60 second advert launched in the first break during X Factor on ITV on Sunday night.

According to Asda’s chief customer officer Andy Murray, the idea came from seeing the reaction of Asda customers when they took part in tasting sessions for the supermarket’s Christmas range.

Murray explained: “Earlier in the year we held sessions with our customers to get feedback on our Christmas range. As we talked to them about Christmas we could see how much joy and happiness planning their Christmas brought them – we knew we wanted to reflect that in our ad. When we saw their reactions to our food – the way it surprised them and made them smile – as well as the incredible pride and attention to detail our product developers had put into creating it, the inspiration for the Imaginarium was born.”

The advert follows a young girl and her grandfather who stumble across an intriguing and mysterious looking factory. As they sneak through the gates a magical world unfolds before their eyes and they discover Asda’s Christmas Imaginarium.

On their journey the pair discover the secrets behind Asda’s festive ranges. These range from a giant pop-up Christmas cookbook revealing two Asda chefs preparing a Christmas dinner of roast turkey and Wagyu beef dripping roast potatoes, to an adult-only, futuristic gin room where truffles are being infused with gin by a giant ‘gin laser.

Eilidh Macaskill, Asda’s vice president of creative and media, said: “By combining CGI animation and some spectacular real-life venues, the Imaginarium is depicted as a maze of rooms containing magical machines and enchanting experiments. From a reindeer powering an enormous food mixer making Christmas puddings, to bite-sized canapes and mince pies being assembled by miniature Imaginarium workers, and Christmas Smash Igloo cakes being tested by strapping weightlifters, the ad is a love letter to our customers and products.”

Asda will also air four 30 second adverts during the festive period that will showcase the supermarket’s food, George clothing and homeware ranges.

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