Asda TV ad puts a 'smile' at the heart of Christmas

Asda Christmas TV ad: brand push celebrates the festive smile
Asda Christmas TV ad: brand push celebrates the festive smile

Asda is kicking off its Christmas advertising push with a TV ad, ahead of a more product-led drive, with a 60-second spot that tells the "story of Christmas smiles".

The ad, which has been created by VCCP, will go on air during tonight’s ‘Emmerdale’ on ITV1.

While the ad features an array of Asda’s George and George Home products, including Christmas jumpers, kids’ clothes, mince pies and a Samsung Tab 4, Asda is planning a follow-up series of ads designed to market its various product ranges.

In the brand ad, people smiling is the common denominator underlying a series of nine vignettes depicting typical Christmas scenes, including putting up the Christmas tree, packing stockings on Christmas Eve, excited children on Christmas morning and Christmas Day dinner.

One scene features a father struggling to erect a large Christmas tree while his laughing wife looks on. He succeeds and stands back smiling to admire the fruit of his efforts.

In another scene, family members don their festive jumpers. They share the moment with their daughter, who is away at university, via their Samsung tablet. The on-screen text declares, "Wish you were here smile".

The soundtrack is provided by singer, and former Asda employee, Jahmene Douglas, who croons a cover of Louis Armstrong’s ‘When You’re Smiling’.

After tonight’s brand-led Christmas debut, Asda’s subsequent TV commercials will focus on product types, including food, wine and toys; while price-comparison ads will invite consumers to "spot the difference".

Steve Smith, Asda’s chief customer officer, said: "We’re really proud of our Christmas brand campaign this year.

"It captures those personal touches and thoughtful gestures that put a smile on people’s faces at Christmas.

We know our customers want to go the extra mile to make their festivities special, and we want to remind them that we have put the thought and imagination into a range of fantastic food, wine, gifts and decorations so all they need to focus on is having fun together."

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free