British Supermarket Morrisons is set to launch its Christmas campaign this coming Sunday via DLKW Lowe.
The campaign marks a huge departure from previous celebrity-led creative and centres on the humorous story of a family Christmas unfolding, told with all its much-loved quirks.
The route dramatises mum’s hard work creating a family Christmas, and the comedy moments that go into making the day special, rather than the usual cliché of the picture-perfect day. The campaign spans not only brand advertising but an interactive digital app on facebook. The campaign also presents products and offers as solutions to everyday Christmas challenges within the context of normal family life - all wrapped up with comic insights.
The activity kicks off with a 90” TVC, directed by Academy’s Si and Ad. The story is narrated by and follows one mum, played by Jo Hartley (of “This is England” fame) through all the typical tribulations of the run-up to Christmas – all exaggerated in her mind for comic effect from the needle-dropping Christmas tree to the battle with the turkey. The music for the campaign was specially created by the Oscar Nominated American movie composer John Debney.
The full-length spot is supported by shorter 20” TVCs, all shot with the same cast and comic approach, presenting Morrisons’ solutions to the challenges of preparing for Christmas. The solutions are all rooted in the food and products on offer, many based on the expertise of Morrisons’ experts on Market Street and in store preparation. On facebook, Morrisons is hosting a competition called “Crimes against Christmas” which invites users to share real images of Christmases past from dodgy jumpers to festive food disasters.
The TV commercial launches on Sunday 11th November 2012 during the X Factor results show.
In conjunction with their ‘For Your Christmas’ campaign, Morrisons is running a ‘Crimes Against Christmas’ Facebook app in a quest to find the most heinous Christmas photos in Britain and enable people to share their quirky Christmas experiences. With prizes galore for the very best and worst photos - from horrendous jumpers, laughable decorations, all portraying Christmas gone very, very wrong – this app is a light hearted way of driving participation and building engagement.
Prizes to be won include five £100 cash per week for seven weeks and a grand prize of £1000 for the most voted for photo.
ECD: Richard Denney, Dave Henderson
CD: Dave Henderson, Richard Denney, Tom Hudson
Creative Team: Matt Lever and Helen Rhodes
Planner: Alex Huzzey
Agency Producer: Abbi Tarrant
Production Assistant: Charlotte Stirrup
Media Agency: MEC
Production Company: Academy
Director: Si & Ad
Production Company Producer: Lucy Gossage
Editor: Joe Guest at Final Cut
Audio Post-Production: Ben Leeves at Grand Central
Joint Executive Creative Director: Richard Denney
Joint Executive Creative Director: Dave Henderson
Creative Director: Tom Hudson
Creative Team: Jonny Watson & Dan Harrison
Client: Mel Cheung-Turner (Head of Online marketing, Morrisons)
Head of Digital Integration: Ash Amrite
Head of Digital Production: Darren Roberts
Interaction Design: Nick Smith