This week sees the launch of the Morrisons Christmas campaign by DLKW Lowe.
The campaign marks a huge departure from previous celebrity-led creative and centres on the humorous story of a family Christmas unfolding, told with all its much-loved quirks.
The route dramatises mum’s hard work creating a family Christmas, and the comedy moments that go into making the day special, rather than the usual cliché of the picture-perfect day. The campaign spans not only brand advertising but an interactive digital app on facebook. The campaign also presents products and offers as solutions to everyday Christmas challenges within the context of normal family life - all wrapped up with comic insights.
The activity kicks off with a 90” TVC, directed by Academy’s Si and Ad. The story is narrated by and follows one mum, played by Jo Hartley (of “This is England” fame) through all the typical tribulations of the run-up to Christmas – all exaggerated in her mind for comic effect from the needle-dropping Christmas tree to the battle with the turkey. The music for the campaign was specially created by the Oscar Nominated American movie composer John Debney.
The full-length spot is supported by shorter 20” TVCs, all shot with the same cast and comic approach, presenting Morrisons’ solutions to the challenges of preparing for Christmas. The solutions are all rooted in the food and products on offer, many based on the expertise of Morrisons’ experts on Market Street and in store preparation. On facebook, Morrisons is hosting a competition called “Crimes against Christmas” which invites users to share real images of Christmases past from dodgy jumpers to festive food disasters.
The TV commercial launches on Sunday 11th November 2012 during the X Factor results show.