Following the release of its Christmas teaser on 1 November, Asda has today unveiled its 2023 charm-infused Christmas ad, in which blissful Michael Bublé and his trademark charisma steal the show.
Premiering today, 4 November, at 9.45pm on ITV in The Voice ad break, the new 90-second Christmas TV ad sees Bublé commence his role as Asda’s inaugural Chief Quality Officer. Tasked with ensuring the retailer delivers the very best quality for the nation this Christmas, Bublé is seen measuring rows of individual chocolate and orange panettones and indulging in some delectable brown butter and spiced dark rum mince pies.
Shot by Oscar-winning filmmaker Taika Waititi, the ad opens with Bublé sitting, full of cheer, feet up on his new desk, and his gold-plated Chief Quality Officer desk sign in full sight for all to see.
“Products to approve – so bring Mr. Bublé your best”, orders an Asda colleague, once Bublé has finished cheekily requesting a “clean up on aisle five” – something he’s ‘always wanted’ to do. As he walks into a room full of Asda colleagues eagerly awaiting his arrival, he admonishes the fishmonger who has tried, again, to push mackerel for Christmas dinner this year.
He then enters the festive warehouse as seen in the teaser as he gets to work approving Asda’s finest Christmas offerings. From selecting the final cheese to complete Asda’s Extra Special Christmas Cheeseboard, to sampling some succulent truffle and parmesan pigs in blankets (of which he playfully exclaims might beat him to Christmas number one), as an indisputable connoisseur of Christmas Bublé draws on his expertise to ensure the quality of every product on the supermarket’s shelves.
Eagle-eyed viewers may also spot a playful nod to Asda’s 2022 Buddy the Elf ad as Bublé taste tests the various pigs in blanket flavours. Bublé quick to dismiss the maple-covered sample as “so last year” – a nod to Buddy’s proclivity for sweet treats, and the tray of samples he scoffed in 2022.
As the ad draws to a close an Asda colleague calls out “Off for the night are you?” – to which Bublé declares he’s just getting started, as he joins a store-front choir to sing his crescendo, ‘Walking in a Winter Wonderland’.
To celebrate the launch of its highly anticipated Christmas campaign, Asda is inviting Brits to soak up some seasonal magic as it unveils the first-ever Bublé-powered Christmas tree. For one day only, on the 16th of November, Asda will install a showstopping 20ft Christmas tree, decorated with over 300 sparkling Michael Bublé-powered bulbs and invite consumers to step up the stage to give the tree their best Bublé to watch it dance and dazzle with light. Head down to Kings Cross Station from 10am – 7pm on the 16th of November to see the tune-powered tree for yourself.
Michael Bublé commented: “I love my relationship with the UK, and I’m the biggest fan of Christmas, so it was an honour to be asked to star in Asda’s Christmas advert this year. Adopting the role of Chief Quality Officer, I took my responsibility very seriously, ensuring all product met the highest possible standards – naturally ensuring I had the joy of personally sampling them all – from Black Tiger Tempura Prawns, Truffle and Parmesan Pigs in Blankets to chocolate and Orange Panettone. I believe Christmas is a time like no other, there’s a special feeling in the air, a little more magic to be found, and even more excuses to put on a show with great tasting food.”
David Hills, Chief Customer Officer at Asda says: “At Asda, we firmly believe that having the good stuff shouldn’t break the bank – especially at Christmas. We absolutely love the festive season at Asda – and we couldn’t think of anyone better to bring our Christmas campaign to life than Michael Bublé. With Bublé’s undeniable ability to spread seasonal smiles and our commitment to quality, at great value, we’re a match made in heaven, proving Asda is a one-stop-shop for families seeking magic this Christmas.”