This year’s Christmas campaign from Morrisons reintroduces the beloved singing oven gloves, delivering a fresh performance for 2024.
Morrisons has released its latest Christmas advert, further building on the popularity of last year’s singing oven gloves. Airing during a prime-time slot on ITV’s Coronation Street, the new advert is crafted by the creative team at Leo Burnett and directed by Michael Gracey, known for ‘The Greatest Showman.’ The ad blends whimsical charm with theatrical elements, featuring the oven gloves with distinct voices, animated to sing to the tune of ‘Give a Little Love’ from Bugsy Malone.
Filmed at the iconic Abbey Road Studios, a choir of 26 Morrisons colleagues provided the vocal backdrop, adding authenticity and warmth to the performance. The advert highlights the supermarket’s ‘The Best’ range, showcasing a variety of festive foods including British turkeys, whole salmon, and an assortment of party treats and desserts, enhancing the visual appeal of a joyful Christmas.
The storyline of the advert opens with a Morrisons delivery van arriving at a household. As the scene unfolds inside, an oven glove springs to life, delivering the opening line of the song. This sets the stage for a sequence of vignettes inside different homes, where the animated gloves offer cheer to hosts as they prepare Christmas feasts.
Morrisons group customer and marketing officer, Alex Rogerson, emphasised the campaign’s goal: ‘Morrisons is here to ensure that every host can put on the greatest show at home this Christmas. With our top-quality Christmas range and a little help from our experts and our singing oven gloves, our customers are set to shine bright with food that looks spectacular and tastes just as good.’
The campaign will extend beyond traditional TV, reaching audiences through digital displays, social media, cinema, and outdoor advertising. As part of an engaging social media strategy, Morrisons plans to release content featuring the oven gloves in playful scenarios, including unboxing videos and culinary suggestions for various festive occasions.
Morrisons’ 2024 Christmas advert creatively revives the cheerful oven gloves, promising a blend of entertainment and holiday inspiration, reaching audiences through diverse media.
