Staff have been invited to submit video clips of themselves doing the signature Asda pocket tap to the retailer's YouTube channel Saving You Money TV. The creator of the best example of the pocket tap, which has recently been resurrected in Asda's TV ads, will be chosen to direct an advert later this year.
Members of the public may also post entries, with the best receiving £500 of Asda shopping. The staff winner will get their own director's chair during the shooting of the ad.
Saving You Money TV includes money-saving tips and recipes.
It is an attempt by the retailer to tap into social marketing, the phenomenon that has reaped enormous benefits for brands such as Cadbury, which brought back Wispa on the back of a campaign formed on the social networking website Facebook.