Oven gloves are the unlikely stars of Morrisons’ 2023 Christmas ad, which will air for the first time this evening in the UK during Coronation Street. In the ad, trusty oven gloves that reside in kitchens up and down the country, come alive to sing their support for hosts and chefs as they prepare their celebratory feasts on the big day.
The 60 second feel-good spot, created with Leo Burnett, is set to a rendition of American rock band Starship’s classic power ballad ‘Nothing’s Gonna Stop Us Now’. It gives customers ‘more reasons to shop at Morrisons’ this Christmas by reassuring them that just like the humble oven gloves, the supermarket is on hand to help.
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 will 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, creators and fans kicking the activity off.
The wider campaign will run across radio, press, digital display, social media and out of home, with activity including ten 20-second ads highlighting great Christmas deals across TV and VOD, and partnerships with Magic radio and Immediate Media.
"This Christmas – and every Christmas – great British food should be the star of the show and so our ad showcases Morrisons; brilliant Christmas range,” said Rachel Eyre, Morrisons Chief Customer and Marketing Officer. “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 and we hope they enjoy it as much as we enjoyed making it."