There’s nothing quite like the pressure of a Christmas ad, especially when it’s for a supermarket. And where it’s your first Christmas campaign since winning the business.
Think about the fear of letting your loved ones down with the presents on Christmas morning and multiply it by a country of expectant customers. That’s what we had with the Asda ad this year.
In the world of advertising, Christmas is our Super Bowl. It’s one of the most competitive and closely watched corners of culture – the moment when storytelling, emotion, and brand collide in a frenzy of fake snow, thousands of turkeys and even more column inches.
This is because it’s a rare chance for grocers to connect emotionally with customers beyond promotions and price points. The right campaign reminds people not just what to buy, but why they buy from you. And for grocers, it’s not just a creative challenge, it’s a business-critical one.
This means supermarkets are under real pressure to not just deliver value, but also magic.
For us, a huge element of getting this right was understanding just how pinched people are feeling at the moment. Our research showed that Asda customers love Christmas, but 70% struggle with the cost of it. For many households, Christmas at Asda isn’t just about the weekly shop; it’s about creating the moments that make the season feel special. And doing it at a price they can afford.
So, a nice easy task then?
Cue the Grinch.
Asda tearjerkers
There are certain tropes that are unavoidable at Christmas, but they have to be done in a way that is distinctive and unique but fits in with the brand. Asda isn’t a nostalgia and tear-jerker kind of business.
So the Grinch was the perfect way to do that. He’s an antihero, yes, but also a reminder that joy can come from the most unexpected places. When we started exploring Christmas characters, we quickly realised that most had been done to death.
Everyone knows The Grinch, but he’s only ever been brought to life in live-action once. Twenty-five years ago, in fact. Families told us it’s a film they watch together every year. Reintroducing him for a new generation felt like the right blend of nostalgia and freshness. And, you know, he’s green (see my earlier point about fitting in with the brand).
Finally, the Grinch is a great way to show the journey of someone in the household moving from ‘grinchy’ about Christmas to being converted through the power of Asda Price.
We actually presented this idea in our pitch for Asda’s business before we’d even won the account.
Bringing the Grinch to life
From the start, authenticity was everything. Every detail was signed off by Dr Seuss Enterprises, who were deeply involved in ensuring our Grinch felt true to their world (while still being distinctly Asda).
We opted for practical effects and in-camera prosthetics, not CGI shortcuts. Our actor spent four hours a day in make-up, while the prosthetics team obsessed over texture, colour, and shape. Even finding the right shade of green became an art form – a ’pistachio’ tone that felt warm and mischievous rather than sinister.
The hardest part was expression. Too much smile, and it tipped into uncanny; too little, and he felt lifeless. The team worked through dozens of prototypes before landing on that perfect blend of charm and mischief.
Getting the eyes right was another challenge. In Dr Seuss’s world, they’re bright yellow, but in real life, that looked…well…a bit creepy. Eventually, we found a balance that kept the character’s spark without scaring small children (or their parents).
The team behind the magic
Dexter Fletcher was our dream choice for director. Known for his big, feelgood films like Rocketman and Bohemian Rhapsody, he understands how music and emotion elevate storytelling. From our first call (he was in Madagascar at the time, surrounded by lemurs) he brought a sense of playfulness and energy that set the tone for the whole production.
He even stashed Freddos in the aisles to keep the child actors excited between takes. That sense of fun translated directly into the finished film: festive, funny, and unmistakably British.
Originally, we thought we’d dub the Grinch’s singing voice. But our actor’s take was so endearing, we kept it. It had that slightly offbeat charm that made the whole thing feel real.
Because that’s what the Asda Christmas ad is about, really. A proper British Christmas, full of family chaos, joy, and more than a few turkeys. But all at a price that’s affordable.
We were very aware of the climate and how the nation is feeling right now and that the cost of living is hitting hard, but also that Asda families love Christmas more than anyone and want to make them special. So the overall focus for us was to show them that Asda can help them have the Christmas they want and deserve, but at a price they can afford. By embracing the Grinch – and turning him from cynic to cheerleader, Asda could deliver exactly that.
Cressida Holmes-Smith is CEO of Lucky Generals
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