Iceland’s teasing Christmas campaign keeps Noddy Holder on ice until after the World Cup

Written by creative agency Meanwhile and produced by Iceland’s in-house studio Chief, the campaign harnesses the frontman’s larger-than-life personality to communicate the retailer’s party food range.

Confounding expectations, the campaign sees Holder keep his powder dry by emphasizing Iceland’s freezer range instead of succumbing to the obvious and bellowing “It’s Chriisttmaaas!” at the top of his lungs.

Joseph Gummett, head of design for Iceland & The Food Warehouse, said: “It is important we spread joy where we can. As such the unique combination of a football World Cup at Christmas provides the perfect opportunity for some festive cheer.

“As a nation, we all know ‘It’s Christmas!’ when we hear those famous lyrics from the unofficial bastion of Christmas, Slade frontman Noddy Holder. But this year, as we edge ever closer to the big day, the football keeps getting in his way. But that is no bad thing, and being the good sport he is, Noddy awaits his moment with characteristic charm, patience and great humor.”

Tim Jones, chief creative officer at Meanwhile, added: “Christmas doesn’t start until Noddy Holder says so, but Christmas is unique this year in that it’s also waiting for England and/or Wales to get knocked out of the world cup. So we needed an idea flexible enough to support Iceland’s party season offer through both events.”

Debuting on television screens across the UK, the campaign is supported by a livestream of Noddy in a Christmas waiting room for the final whistle of the World Cup to be blown so he can begin belting out his signature tune.

Iceland famously attempted to repurpose a politically-charged animated short from Greenpeace by Salon Alpin in 2018, only to be thwarted by Clearcast.