Nathalie Gordon
Creative Partner. Accidental influencer. Cultural purveyor.
Where to start?
There was the most famous man at Christmas second only to Father Christmas. An A-list, Oscar winning Director behind the camera. Over 100 script amends in 2weeks. A tabloid leak that reduced me to tears on the hottest day of the year. And so many stories I could never legally tell anyone about.
This campaign took longer then the gestation period of a human life. And I put more blood, sweat, tears and puns than you can shake some Christmas Bublés at, in it than any other piece of work i’ve done so far.
So how do you beat ASDA’S System 1 winning Buddy Christmas 2022?
Well we knew we had to not only come up with an amazing idea, but find a way for it to live in culture. So we turned to one of the most famous people synonymous with Christmas and well, got him out of his cave so Christmas could officially start…
And wow did it work.
Not only were ASDA the first brand to launch their Christmas campaign, within 3hours of the teaser ad’s launch, #Christmas was trending on Twitter and we were the 3rd highest trending video on YouTube (were we stayed for two days) and the only advert. And in only 24hours we had half a million views across all social channels (organically!)
Press, OOH and social accompanied the teaser launch, cementing Michael’s defrosted status, his new role working at ASDA and it gave the general public permission to start celebrating Christmas!
But that was just the start - a Christmas amuse bouche for what was to come. Launching on Nov 4th, we announced Michael’s job as ASDA’s new Chief Quality Officer in a 90 second spectacular which was met with similar open arms as our teaser.
In 3days views across youtube, twitter, tiktok, facebook and instagram hit 12million views. We entered the Youtube trending charts at number #7 and climbed to #3 in 24hours, sitting directly underneath the new Beatles song. Google searches skyrocketed and so did the use of #incredibublé.
The jury is still out if we ‘won’ Christmas but we definitely have given the competition a run for their money
Director: Taika Waititi
Production Company: Hungryman
DOP: Mike Berlucchi
Agency: Havas
Edit: Cabin
Post: Rascal
Sound: Creative Outpost
Talent: Talent Republic
Music: Music Superstore
