Morrisons’ big Christmas TV advert is set to debut tomorrow night during Coronation Street on ITV.

The ad will feature Geordie duo Ant and Dec sitting down to a Christmas feast prepared by miniature animated Morrisons chefs while being serenaded by a singing and dancing gingerbread man.

The character, dressed in a Morrisons branded waistcoat, sings about the array of festive foods on offer. He sings along to the tune of the Disney classic ‘Be Our Guest’ from Beauty and The Beast. The re-written lyrics also address Morrisons’ value credentials.

The ad, which was filmed at Pinewood studios, was directed by creative animators Psyop and produced by the retailer’s ad agency DLKW Lowe.

As well as this full-length version, Morrisons will run a selection of shorter ads featuring two of the real M Kitchen chefs highlighting individual products – including traditional chocolate chip Panettone, made in stores by its bakers; and crackling turkey, which is available on Morrisons’ butcher counters.

The retailer’s premium M Signature range will also feature in a 30-second ad that will air later this month.

“This advert is all about celebrating the very best bits of Christmas. Our food takes centre stage and shows how we can make Christmas not only magical but affordable for everyone,” said Morrisons’ head of advertising Jen England. 

“We’ve been working with Ant and Dec all year and who better to help us celebrate than the nation’s favourite duo. However, they are not the only stars in our advert and our M Kitchen chefs also make an appearance. They have been busy since last January developing and approving all our products to ensure that not only does our food taste great, but it is great value, too.”

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