Asda’s Christmas campaign has been choreographed by a Dancing on Ice star and is set to Boléro, the song made famous by British ice-skating duo Torvill and Dean, as the retailer looks to stand out this festive season.
The campaign has been dubbed ‘Asda on Ice,’ with a 60-second ad, which will run from November 5, sitting at its heart.
The spot follows a family gliding through a series of Christmas moments; from the school Christmas play to festive dinners and the office party. The whole thing plays out to Boléro – made world-famous by Jane Torvill and Christopher Dean’s 1984 Winter Olympics routine.
Asda, and its creative agency Havas, even hired three-time Dancing on Ice winner and the show’s current associate creative director, Daniel Whiston, to choreograph the advert.
“Given families were forced to put Christmas ‘on ice’ last year, we thought it was only right we did the same this time around – literally,” said Vicki Maguire, chief creative officer at Havas London.
“We wanted to go big for our first Christmas spectacular with Asda – and you can’t get much bigger than Boléro, backspins and a giant chocolate bauble for dessert.”
In addition to the ‘Asda on Ice’ film, the retailer will also be airing four additional 30-second ads, which focus on products.
Meghan Farren, chief customer officer at Asda, added: “This year our Christmas campaign is about celebrating all the moments that make Christmas special, and showcasing the amazing quality and range of products our customers can enjoy throughout the festive season. We didn’t just miss the opportunity to enjoy Christmas dinner together last year – we missed the school plays and the work nights out.
“This year we want to help our customers make every moment spectacular. ‘Asda on Ice’ takes everyday moments and turns them into a beautiful performance – and that is just the kind of magic we want to bring our customers this year.”
You can catch up on the latest Christmas ads to launch this year on The Drum round-up here.