Reprising their roles as the unsung heroes of Christmas, Morrisons' festive spot sees its choir of oven gloves return as they prepare the Christmas feast.

Created with the help of creative agency, Leo Burnett, the spot once again champions the humble oven glove, celebrating their integral role in the Christmas day preparations.

The feel-good campaign has been directed by Michael Gracey, who made 2017’s worldwide success, The Greatest Showman. The spot combines the charm of the oven gloves with a theatrical flair and an array of tasty product shots to create the ultimate Christmas show.

This year the gloves have fully distinct voices and sing as they support the nation's chefs, encouraging them to create delicious feasts. The film opens on a snowy evening with a Morrisons delivery van arriving at a home. Inside the oven gloves spring to life, joining together in a choir performance of  ‘Give a Little Love’ from Bugsy Malone.

The unique version of the song has been recorded by a choir of 26 Morrisons employees from across the stores, manufacturing sides and support office at Abbey Road Studios.

The ad takes audiences on a journey of different fun and festive kitchens, where oven gloves provide moral support and song to the hosts preparing the festive feast. Tantalising food shots are littered amongst the charming sing-along to show the breadth of products on offer at Morrisons this year. A whole salmon, indulgent desserts and party food make up a mouth-watering feast.

The ad features products from ‘The Best’ range which make up beautifully crafted plates. Morrisons Market Street is celebrated with hand-prepared meats by butchers, freshly baked goods by expert bakers and British winter vegetables.

“Morrisons is here to ensure that every host can put on the greatest show at home this Christmas,” says Alex Rogerson, Morrisons Group Customer and Marketing Officer. “We know that hosting can come with some pressure, but with our top-quality Christmas range and a little help from Morrisons experts and our singing oven gloves – our customers are set to shine bright this Christmas, with our range of great value food that looks spectacular, and tastes just as good.”

The campaign will run across TV, digital display, social media, cinema and outdoor ads, with media strategy, planning and buying by Wavemaker UK. in addition to audio and print activity in partnership with Bauer and Immediate Media. The Black Kite team joined in pre-production, collaborating closely with the Director to design complex camera movements for each choreographed scene. The VFX team carefully planned these ambitious moves to maximise creative flexibility. Instore creative execution was carried out by Live & Breathe.

In addition, Morrisons is also launching a range of playful social content starring the oven gloves. A series of social films will see the gloves suggesting different dishes for different occasions, underlining their position as the hosts’ helping hand. The gloves act as a tool to showcase Morrisons’ expertise.

This year’s campaign also sees the return of last year’s ‘Cat Glove’, which will star in a new spinoff ad introducing ‘Kitten Mittens’  The campaign will be supported with a series of fully integrated food and drink focused spots across TV and Radio.

Positioning Morrisons as a helping hand in the hectic Christmas period, the feel-good campaign maximises on the theatrics of the season.