NOTHING’S GONNA STOP US NOW: MORRISONS SHOWS ITS SUPPORT FOR THE NATION’S FESTIVE HOSTS IN ITS CHRISTMAS AD

– Oven gloves sing their support for hosts and help make the Christmas dinner one to remember – 

– Features Starship’s 1987 hit song ‘Nothing’s Gonna Stop Us Now’ –

– Debuts during ITV’s Coronation Street on 6th November –

Morrisons is showing its support for the nation’s festive hosts in its latest Christmas advert which airs on Monday 6th November during ITV’s Coronation Street.

Through 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 agency 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 – together they will ensure hosts are ready to take on the task of preparing the highly anticipated festive feast. Morrisons will help thanks to the great quality and value of its Christmas range, including the freshly prepared British food available from its Market Street, while the gloves will provide the moral support and songs….nothing’s going to stop them make it a day to remember.

The ad starts with a familiar scene: Dad, in his pyjamas and a Santa hat, making his way to the kitchen to preheat the oven at the crack of dawn on Christmas Day. Families are then seen preparing food for Christmas Day, supported and serenaded by their favourite oven gloves. As we build to the song’s chorus, the gloves jump out of drawers in a choreographed dance as the Christmas pudding gets set alight but they keep schtum when a potato is dropped (clearly invoking the “less than five seconds on the floor doesn’t count” rule) before guarding festive treats from over-eager little hands!

The ad finishes with the oven gloves checking in on the delicious mains cooking in the oven before Dad proudly serves up his turkey to rapturous applause from his guests while his oven glove offers up a satisfied smile for a job well done.  

The iconic ‘More Reasons to Shop at Morrisons’ jingle – which Morrisons brought back earlier this year – has also received a festive makeover for the duration of the campaign. 

The ad was directed by Tim McNaughton from The Bobbsey Twins and will be shown on network TV spots that include The Great British Bake Off, I’m a Celebrity and Goggle Box. In addition, it will air in cinemas throughout the festive season ahead of shows such as The Marvels, The Hunger Games: The Ballad of Songbirds & Snakes and Taylor Swift’s The Eras Tour. 

This Christmas, 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” adverts highlighting great Christmas deals across TV and VOD and partnerships with Magic radio and Immediate Media.

Rachel Eyre, Morrisons Chief Customer and Marketing Officer, said: “This Christmas – and every Christmas – great British food should be the star of the show and so our ad showcases Morrisons brilliant Christmas range. 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. We’ve once again placed marketing effectiveness front and centre across the whole planning and development process of this campaign with the aim being to get really emotionally engaging work that’s highly impactful. Nothing’s gonna stop us making this Christmas the best for our customers.”

Mark Elwood, ECD at Leo Burnett UK, said: “The humble oven glove is at the heart of every Christmas across the UK. Everyone has a pair in their kitchen drawer or hung up on the oven, whether they’re a fresh new set or the ones that got scorched while making Christmas dinner in 1993. Our singing oven gloves are there to support hosts up and down the nation whilst making their Christmas dinner special. Bringing a little festive joy to the nation with an 80s banger that everyone can sing along too. #GloveOke anyone?”

Source: Leo Burnett UK

  Advertising, Christmas, Coronation Street, ITV, Leo Burnett, Leo Burnett UK, Marketing, Morrisons