The humble oven glove is the unsung hero of Christmas. This is something that Morrisons sets out to change in its new festive campaign.

The upbeat festive campaign has been created with the help of agency Leo Burnett and is set to the soundtrack of ‘Nothing’s Gonna Stop Us Now’ by Starship. 

The campaign film humorously celebrates the oven glove as the helping hand that works to ensure Christmas runs smoothly up and down the UK. The film in turn celebrates the members of the families across the country that take up the gloves and prepare the Christmas feasts for their loved ones.

The film focuses on families and opens with a shot of a dad in his PJs, making his way to the kitchen to preheat the oven on Christmas day. His oven glove lays next to him before springing into life with a rendition of ‘Nothing’s Gonna Stop Us Now’. The film goes on to show other familiar Christmas Day scenes where families across the UK are preparing their dinners cheered on by their trust oven gloves.

As the song builds and the chorus stars, the oven gloves jump out of drawers and off racks to partake in a choreographed dance. They rejoice around classic festive moments, witnessing a pudding get set alight, potatoes dropped on the floor and children attempting to steal sweets. The spot finishes with the dad proudly serving up his turkey dinner to his family while the glove smiles while watching the scene in appreciation.

This year Morrisons aims to showcase the value of its Christmas range and its freshly prepared British food available from its Market Street. While the oven gloves are the stars of the show, the Christmas feast features an array of products available at Morrisons.

“This Christmas - and every Christmas - great British food should be the star of the show and so our ad showcases Morrisons brilliant Christmas range. But there's always a lot to do when preparing the big Christmas meal and some classic 1980s power ballad encouragement is clearly in order. And so we've made the trusty oven glove the tuneful cheerleaders of the nation's Christmas chefs.” adds Rachel Eyre, Morrisons Chief Customer and Marketing Officer.

The ad was directed by Tim McNaughton from The Bobbsey Twins and will be shown on network TV spots that include The Great British Bake Off, I’m a Celebrity and Goggle Box. The campaign will also run in cinemas throughout the festive season as the wider campaign will run across radio, press, digital display, social media and out of home.

Alongside the campaign film, Morrisons is also inviting the nation to get involved and share the ‘glove love’, with an interactive oven glove karaoke competition on social media. The #GloveOke challenge sees the retailer invite people to post their own gloves ‘singing’ a duet for the chance to win their Christmas shop. The competition will run on TikTok and other social media platforms with influencers kicking the activity off.

The campaign builds on the retailer's existing messaging, aiming to give customers ‘more reasons to shop at Morrisons’. By positioning the retailer alongside the oven glove as a trusty festive assistant, the campaign presents Morrisons as a facilitator of a Christmas to remember from consumers.