Supermarket chain Iceland launched their Christmas TV campaign this week. The commercials present a wonderful world of delightful festive fayre coupled with a narrated poem setting the scene and bringing together the magical vision of Christmas cuisine that’s affordable for all.
Joseph Gummett, head of design at Iceland explained: "We are incredibly proud of our products and the amazing value they offer customers this Christmas. From the outset, we were determined that product and price would form the foundation of the campaign. Embarking on this journey as the country entered lockdown in March and envisaging an unpredictable year ahead, furthered our resolve that in an emotional year we would focus on the comfort and joy offered by exceptional value food. As we celebrate Iceland’s 50th year, we also wanted to nod to our past, so the classic Iceland groaning table has been re-imagined and combined with technically challenging technique.
We are a pretty self-sufficient in-house creative and marketing department, generating all creative across all channels in house, with the majority of TV advertising also produced in house. Due to the scale and technical complexity of this project, we partnered with CHIEF. and once again they have delighted us with their commitment and determination."
CHIEF. director Marc Ingham was keen to ‘wow’ the viewer... "This was a wonderful technical opportunity for us, we wanted to make the commercial to appear as if filmed in a single shot, whilst maintaining absolutely stunning tabletop food photography and packing it full of beautiful production value. We’re delighted with the final result and had a fantastic experience collaborating with the teams at Iceland"