Asda’s Christmas campaign for 2024 brings a dash of adventure and nostalgia, as a team of animated garden gnomes leaps to the rescue to save a snowed-in store in time for the holidays. Devised by Havas London and set to the iconic A-Team theme, the 90-second ad follows five new gnome characters—Max, Gnibbles, Gnorma, Gnicky, and Gnarla—on a daring mission to transform Asda into a festive wonderland.
The campaign premieres on Asda’s social media channels from 4th November, and will air on TV during Coronation Street on 6th November. The ad playfully kicks off with Asda employees Maggie and Bill facing a blizzard that has closed every road, leaving them in a festive fix. In true A-Team fashion, Bill signals for help by pressing the nose of a gnome, activating a nationwide alert to hundreds of ceramic comrades. Gnomes from homes, gardens, and pubs answer the call, racing to the scene to decorate and stock the store.
Each gnome in the team has their own distinct personality: Max, the confident leader; Gnicky, the stylish drag artist; Gnibbles, a gourmet chef; Gnarla, the laid-back surfer; and Gnorma, the meticulous party planner. Together, they showcase Asda’s extensive festive range, which includes over 540 products from award-winning mince pies at £2.50 to sequin dresses, bao buns, and even a gingerbread gnome.
As the sun rises, the gnomes make their final preparations before zooming off in Asda delivery vans, leaving the store ready for Christmas. The ad closes with a playful twist on Chris Rea’s classic tune, as the gnomes drive away to “Driving Gnome for Christmas.”
David Hills, Asda’s Chief Customer Officer, explained, “Asda’s gnomes are long-standing favourites with our customers and were the perfect choice for this campaign. We wanted a distinctly Asda way to showcase our festive range—ensuring our customers can have the best Christmas with quality products at great prices, all under one roof.”
The ad’s impressive production, directed by Bryan Buckley and brought to life by Emmy-winning animators at Legacy Effects, took over seven months to complete, with more than 3,000 hours of animation. Spark Foundry, part of Publicis, handled media planning and buying, ensuring the campaign’s presence across TV, social media, and in-store displays.
The hero gnomes, initially created for the ad, will also be available in stores from 7th November, joining Asda’s popular ‘Mrs Claus’ gnome. With previous gnome characters like Santa, a dancing bride and groom, and even a unicorn, Asda’s quirky ceramic army has become a staple of the retailer’s festive season, with more than 100,000 sold over the past four years.
Havas London’s Chief Creative Officer, Vicki Maguire, commented on the campaign’s cheerful appeal: “Asda’s gnomes aren’t just iconic—they’re beloved across the UK. This Christmas campaign brings them to life with warmth and humour, tapping into what Asda customers love about the brand.”
With a message of joy, quality, and value, Asda’s gnome-filled adventure aims to ensure every home can enjoy a festive season filled with Asda’s unmistakable charm and holiday spirit.
Reference: https://corporate.asda.com/newsroom/2024/11/04/the-gnome-of-christmas
