[ 매드타임스 한수경 기자] Morrisons has oven mitts in kitchens across the country singing their sweet song to cheer on hosts and chefs as they prepare celebratory dinners at Christmas. The ad, produced by advertising agency Leo Burnett UK and directed by Tim McNaughton of The Bobbsey Twins, is set to the classic power ballad ‘Nothing’s Gonna Stop Us Now’ by American rock band Starship.
The ad gives customers more reasons to shop at Morrisons this Christmas, showing that the supermarket is ready to help like a humble oven mitt, helping hosts prepare for their much-anticipated festive feast. It’s reassuring.
The commercial begins with a father wearing pajamas and a Santa hat heading to the kitchen to preheat the oven at dawn on Christmas Day. The family then puts on their favorite oven mitts and prepares food for Christmas while serenading the family. As the Christmas pudding is lit to the song’s refrain, gloves pop out of the drawers in time with the choreography. The commercial ends with the oven mitts confirming that the delicious main dish is cooking in the oven, and then the dad proudly serving the turkey, receiving enthusiastic applause from the customers, and the oven mitts smiling with satisfaction for a job well done.
The ad invites Brits to share their love of gloves and participate in an interactive oven mitt karaoke competition on social media this Christmas. The #GloveOke challenge invites people to post their gloves ‘singing’ for a chance to win a Christmas shop. The competition takes place on TikTok and other social media platforms and invites influencers, creators and fans to get involved.
The campaign will also span radio, press, digital display, social media and out-of-home, including ten 20-inch ads showcasing Christmas specials on TV and VOD and partnerships with Magic Radio and Immediate Media. Is expected.
Rachel Eyre, Morrison’s Chief Customer and Marketing Officer, said: “This Christmas and every Christmas, great British food should be the star of the show, so our ad showcases Morrisons’ sumptuous Christmas range. But when it comes to preparing Christmas meals, “There’s always so much to do, so we need the classic pep talk of a 1980s power ballad.”
“That’s why we created trustworthy oven mitts for the cheerleaders of Britain’s Christmas chefs, and we hope they enjoy them as much as we enjoyed making them. Marketing effectiveness was once again our top priority throughout the entire planning and development of this campaign. “We took this into consideration and aimed to create work that stimulates emotions and has impact. We will do our best to give our customers the best Christmas possible,” he added.
Mark Elwood, ECD at Leo Burnett UK, said: “Everyone has a pair in their kitchen drawer or hanging in the oven, whether they’re a new set or one that burned down while making Christmas dinner in 1993. Our Singing Ovens Gloves exists to support hosts across the UK. We bring a little festive joy to the UK with 80s catchy songs that anyone can sing along to. Is there #GloveOke?”
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