Asda aims to bring Christmas 'Smiles' to faces with festive ad launch

The ad will show viewers familiar scenes involving family and friends putting up the Christmas tree, Christmas Eve stockings, followed by Christmas morning and the excited children and extravagant meals that brings.

Asda enlisted Jahmene Douglas to record a cover of Louis Armstrong’s ‘When you’re smiling’ for the slot.

Steve Smith, chief customer officer of Asda, said: “We’re really proud of our Christmas brand campaign this year as it captures those personal touches and thoughtful gestures that put a smile on people’s faces at Christmas.

“We know our customers want 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.”

“We know our customers want 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.”

Smith added: “This year has been challenging for all supermarkets but Christmas is a time to concentrate on celebrating and having fun with friends and family and laughing.”

Jahméne Douglas, who recorded the ad soundtrack, said: “I’m really excited to be involved in this magical ad and honoured to be covering this legendary track that has always personally inspired me to smile. It’s always the little things that make you smile at Christmas and this ad is a wonderful celebration of just that.”

Asda will also launch a series of TV ads to highlight key product ranges, all based on the 'Smile, it’s an Asda Christmas' brand proposition.

Last year, Asda focused on Christmas scenarios such as snowman-building and parties in its festive ad.