Hosts are the Stars in the Greatest Show at Home for Morrisons Christmas Ad

Nov. 04, 2024

Morrisons new Christmas ad celebrates the stars of Christmas – the hosts who will choreograph the nation’s festive feasts - as they prepare to put on the greatest show at home.

The ad, by creative agency Leo Burnett, which debuts on Monday 4^th November during ITV’s Coronation Street sees the much-loved singing oven gloves reprise their roles for a new performance. It is set to the soundtrack of Give a Little Love from Bugsy Malone, recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios – with talent spotted from across Morrisons stores, manufacturing sites and support office. The soundtrack sets the tone with the feel-good energy and celebratory warmth of a big ‘musical’ production finale.

Directed by Michael Gracey who made 2017’s worldwide success The Greatest Showman - the ad combines the playful charm of the oven gloves with a theatrical flair, giving it a sense of occasion that mirrors the magic of Christmas.

The gloves, now fully animated with distinct voices, sing their support for the nation’s family chefs – encouraging them as they prepare an array of indulgent Christmas dishes. From British turkeys and beautifully presented whole salmon, to party food from The Bestrange and indulgent desserts, the ad places Morrisons food front and centre, offering a feast for the eyes as well as the table.

The 60-second ad opens on a snowy evening, with a Morrisons delivery van arriving at a home. Inside, a lone oven glove catches a spotlight and springs to life, beginning to sing the opening line of Give a Little Love. As the ad progresses, we are taken on a journey through a series of festive kitchens, where the gloves provide moral support to hosts preparing for the big day.

Whether it’s a nervous host facing down a large turkey or proudly presenting a platter of seafood, the gloves are there to sing them to success.

The ad features heroes from The Best range, with mouth-watering food moments and beautifully crafted plates taking centre stage. Morrisons Market Street is celebrated with hand-prepared meats by butchers, freshly baked goods by expert bakers and British winter vegetables.

 Alex Rogerson, Morrisons Group Customer and Marketing Officer said:

“Morrisons is here to ensure that every host can put on the greatest show at home this Christmas. 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.”

 

Mark Elwood, Chief Creative Officer at Leo Burnett UK, said:

“The oven glove puppets have become an icon of Morrison’s Christmas, embodying the heart and soul of every festive kitchen. This year, we wanted to take them to the next level by giving them their own voices, turning them into inspiring and supportive companions for hosts all over the nation. Highlighting the journey every Christmas chef goes through; we knew this theatrical take and ‘The Greatest Showman’ Director Michael Gracey, would truly bring this to life.”

 

Wavemaker UK is responsible for the media strategy, planning and buying for The Greatest Show at Home campaign, ensuring it reaches homes the length and breadth of the UK. Media activations span TV, digital display, social media, cinema and outdoor ads, in addition to audio and print activity in partnership with Bauer and Immediate Media respectively - all designed to support and inspire as we head into the Christmas season. 

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. 

Additionally, instore creative execution, including creative design and photography for the customer journey was carried out by Live & Breathe.

Morrisons is also launching a series of playful social content featuring the oven gloves, including unboxing videos and series of films with the gloves suggesting dishes for different festive occasions and tips to help hosts get stage-ready alongside Morrisons colleagues demonstrating their expertise. There will also be light-hearted bloopers with the gloves, capturing fun outtakes to bring extra festive cheer. 

Additionally, the fan-favourite Cat Glove from last year returns with a new spinoff ad, introducing the Kitten Mittens. The campaign will be supported with a series of fully integrated 20" food and drink focused ads across TV and Radio. Set to the backdrop of “Give a little a love", the gloves will make an appearance along whilst hero-ing award-winning delicious food and offers.