Morrisons debuts its 2024 Christmas advert featuring the return of the beloved singing oven gloves, aiming to highlight the spirit of festive hosting.
- The 60-second advert, directed by Michael Gracey, first aired on ITV during Coronation Street.
- Set to ‘Give a Little Love’ from Bugsy Malone, the advert captures viewers with a charming rendition by a choir of 26 Morrisons colleagues.
- The singing oven gloves provide emotional support to home chefs as part of Morrisons’ campaign to inspire confidence in holiday meal preparation.
- Group customer and marketing officer, Alex Rogerson, assures the ad supports hosts in creating memorable in-home experiences with Morrisons’ celebratory offerings.
Morrisons has unveiled its latest festive advertisement, revitalising its popular singing oven gloves for the 2024 Christmas season. The advert strategically premiered during the well-watched ITV’s Coronation Street, ensuring a broad audience engagement. Michael Gracey, known for his work on The Greatest Showman, directed the 60-second film, adding a cinematic touch to the supermarket’s seasonal campaign.
The advert begins in a picturesque, snow-covered setting with a Morrisons delivery van arriving at a residence. Immediately, an oven glove takes centre stage as it comes alive under a spotlight, performing the opening lines of ‘Give a Little Love’ from Bugsy Malone. This choice of music resonates with the festive theme and adds a nostalgic charm, inviting viewers on a festive journey through various kitchens across the nation.
A unique feature of this campaign is its soundtrack, recorded by a choir of 26 Morrisons employees from different sectors within the company, including its stores, manufacturing sites, and support office. This aspect not only personalises the campaign but also highlights Morrisons’ investment in its community and workforce, aligning with the festive spirit of unity and appreciation.
Throughout the advert, the singing oven gloves symbolically bolster the confidence of homemakers preparing for their Christmas feasts, reinforcing Morrisons’ message of making holiday hosting manageable and enjoyable. Alex Rogerson, the group’s marketing and customer officer, articulates the campaign’s goal: ‘Morrisons is here to ensure that every host can put on the greatest show at home this Christmas.’
Morrisons’ singing oven gloves advert aims to bring joy and confidence to home cooking this festive season, reaffirming the brand’s supportive role in holiday celebrations.
