Asda begins battle of the festive ads

series: Store will run adverts giving glimpse ‘behind scenes’ of festive preparations

For someone who has been writing about Christmas for the paper’s many advertising supplements since early October, I don’t find the release of Asda’s advert objectionable in any way. In fact, I fully accept Christmas is here.

I like Christmas. Don’t misunderstand that statement as enjoying present shopping or feeling the urge to watch Elf repeatedly. What I mean is I enjoy the festive season. I like the warmth it brings as the nights darken and the temperature drops.

And now I have a family, I love the wonderment in the faces of my children, who are still too young to be obsessed with the latest must-have toy. The sparkling tree is an object of fascination and Santa is a word that lights up eyes. Long may it continue. Asda will look to steal a march on its rivals when it kicks off the Christmas advert season tomorrow as the supermarket opts for an early start to the festive TV ad craze.

The company’s 60 second ad is the first in a series meant to give viewers a glimpse into the grocery chain’s imaginary festive workshop.

It follows a young girl and her grandfather who sneak into a factory to discover Asda’s Christmas ‘Imaginarium’, featuring a reindeer-powered food mixer for Christmas puddings, miniature people assembling canapes, and a Gin Room where a worker infuses truffles with an apparent gin laser.

It will air tomorrow during the first break of X Factor on ITV, making it the first major supermarket to unveil its holiday advert.

Asda said it will run four additional 30 second adverts over the holiday period.

Andy Murray, Asda’s chief customer officer, said: “The Imaginarium is the perfect showcase for the excitement and ethos behind our products.

“Whatever your age or budget, Christmas is the time of year when you’re open to a little bit of magic and wonderment and I’m really excited that we’ve been able to do our bit to provide that for our customers this year.”

James McGregor, a managing partner at consultancy Retail Remedy, says that while it is still unusual to run a Christmas advert this early, it is likely to give the brand a boost.

“They’re trying to get front of foot. And ultimately the wider free press they’re getting, the wider conversation they’re getting from that, ultimately will benefit them,” he said.

“They’re trying to better engage with the consumer by telling a story. And it’s largely the person who tells the best story who gets the best coverage,” he added. OK, this is getting ridiculous now.

If I’m not much mistaken, that date up in the corner of the page says November 4. It’s not even been Bonfire Night and we’re being bombarded with Christmas adverts, for all sakes.

This is cynical in the extreme – nothing more than the manipulation of our emotions to extract even more hard-earned cash from our wallets.

Just remember that when you’re crying tears at these nauseating displays. The only tears the store bosses are crying are ones of laughter.

All this just as the Scottish Government is preparing for possible tax rises and interest rates are about to go up. Nice one, Asda – season’s greetings to you, too.

The young girl enjoys her trip round the ‘Imaginarium’.