Christmas icon, Michael Bublé, is front and centre of Asda’s festive campaign from Havas London. As the cost-of-living crisis continues to bite, the supermarket is promoting value by infusing joy into this year’s Christmas campaign.

Christmas wouldn’t be Christmas without Bublé (even if it is November!). This year he’s taken up a position as Chief Quality Officer, in Asda’s new ad. His role is to ensure that the supermarket’s Christmas produce meets his high standards.

The hero film is directed by New Zealand’s comedy king, and Oscar Award winner, Taika Waititi. Done in signature Waititi style, the video also features charming ‘Kenergy’ from Bublé. Now synonymous with the holidays, Bublé is well-known for his Christmas songs. Asda’s 90-second film, however, marks the first time that the Canadian singer has appeared in a Christmas advert.

After a short teaser was released on the 1st of November, the full ad was later aired on November 4th. It opens with Bublé cheekily announcing “Clean up on aisle 5” on a store tannoy, before being called for his duties. To a room of Asda employees, he dismisses the suggestion of mackerel for Christmas dinner from Barry the fishmonger. After a quick briefing, the employees are told to “bring Bublé [their] best”.

In a Christmas covered warehouse, we see Bublé working his Quality Officer magic. From a choice of identical samples, he picks the final addition to a cheese board, observing how “they’re all so different”. When ‘The Big Cheese’ approves, Bublé congratulates himself in a very Ken-esque way; “I’m so talented”. He dismisses maple pigs in blankets as “so last year”, in a nod to last year’s advert with Buddy the Elf. The food was one of those sampled by Buddy; an ode to his love of everything sweet. Bublé pushes on, tasting desserts and signing off on clothing fabrics. “He just wants the very best”, says his colleague who accompanies his meticulous checks.

On his rounds, Bublé encounters a delivery driver preparing to leave. Claiming to have “just seen Michael Bublé”, the driver’s coworker is dubious – playfully highlighting the remarkableness of the situation. Then the film ends with a choir, fronted by the singer, singing a line from ‘Walking in a Winter Wonderland’. In huge gold letters, the audience are told to make this Christmas ‘incrediBublé’.

Commenting on the work, Michael Bublé explained: “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.” He continues, “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.”

To accompany the hero film, the campaign will be featured in print, out-of-home, digital media, social platforms, in stores, and across Asda Radio and Asda Magazine. Spark Foundry handled the media planning and buying, One Green Bean, social activity and creative communications agency Cow, PR.

The advert embraces culturally relevant themes from the year so far. From Bublé’s Ken-like persona reminiscent of the Barbie movie to the use of comedy, which audiences have resonated with in advertising in the latter half of the year. Aiming to bring genuine joy to the British public, it celebrates Christmas classics while embracing the new. Asda is the first brand to feature Michael Bublé in a Christmas ad and takes the opportunity to promote other ways it is innovating; keeping on top of flavour trends and putting new twists on traditional Christmas food.

In a time where purses are pinched, the campaign recognises the importance of providing good quality for lower prices. As Vicki Maguire, Chief Creative Officer at Havas London, summarised, Michael Bublé is “an undisputed icon who gets everyone singing, dancing, and feeling merry – and after another tough year, customers deserve it”. Asda champions value by bringing joy to its customers.