Morrisons, the U.K. supermarket and convenience store chain, has released its new Christmas ad, which presents “The Greatest Show at Home,” paying tribute to the hosts who put on the feasts which are the centerpiece of family get-togethers. Created by Leo Burnett UK and directed by Michael Gracey via production house Partizan, this :60 opens on a snowy evening, with a Morrisons delivery van arriving at a home. Inside, a lone oven glove catches a spotlight and springs to life, beginning to sing the opening line of “Give a Little Love.” As the ad progresses, we are taken on a journey through a series of festive kitchens, where the gloves provide moral support to hosts preparing for the big day.

The much-loved singing gloves, of course, have been a staple of Morrisons holiday cheer. And their new performance is set to the soundtrack of the aforementioned “Give a Little Love” from Bugsy Malone, recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios–with talent spotted from across Morrisons stores, manufacturing sites and support office. The soundtrack sets the tone with the feel-good energy and celebratory warmth of a big “musical” production finale.

The gloves, now fully animated with distinct voices, sing their support for the nation’s family chefs–encouraging them as they prepare an array of indulgent Christmas dishes. From British turkeys and beautifully presented whole salmon, to party food from The Bestrange and indulgent desserts, the ad places Morrisons food front and center, offering a feast for the eyes as well as the table.

Gracey–who directed the feature The Greatest Showman–combines the playful charm of the oven gloves with a theatrical flair, giving the commercial a sense of occasion that mirrors the magic of Christmas.

Mark Elwood, chief creative officer at Leo Burnett UK, said, “The oven glove puppets have become an icon of Morrison’s Christmas, embodying the heart and soul of every festive kitchen. This year, we wanted to take them to the next level by giving them their own voices, turning them into inspiring and supportive companions for hosts all over the nation. Highlighting the journey every Christmas chef goes through; we knew this theatrical take and The Greatest Showman director Michael Gracey, would truly bring this to life.”

Credits

Client Morrisons Agency Leo Burnett UK Gareth Butters, Kimberley Gill, creative directors; Mark Elwood, chief creative officer; James Millers, Andrew Long, executive creative directors; Anna Cartwright, sr. producer; Emily Marr, chief production officer; David Allen, creative director of design; Harry Ingrams, sr. designer. Production Company Partizan Michael Gracey, director; Jenny Beckett, managing director/exec producer; Ella More O’Ferrall, head of production; Daniel Wheldon, producer; Lucy Banks, line producer; Matt Bulaitis, production manager; Alice Pitt-Carter, production coordinator; Stephen Keith Roach, DP; Olly Williams, production designer; Ashley Dando, Clem Miller, stylists; Olly Taylor, Helena Smee, Marcus Clarke, Laurence Moran, puppeteers; Yuki Honjo Archer (Arch Model Studio), modelmaker; Hannah Birkett, casting director; Elaine Ngan, home economist; David Spearing, editor. VFX Black Kite Studios Dan Sanders, VFX supervisor; Richard Fearon, color; Daniel Sanders, shoot supervisor; Paul Wilmot, 2D lead; Matt Hutchins, Mauro Nodari, Lysa Cornic, Warren Gebhardt, 2D artists; Hannah Ruddleston, exec producer; Hazel Gibson, sr. producer. Music Supervision/Licensing Wake The Town. Music Direction, Production, Sound Design & Mix String & Tins Adam Smyth, music producer, voice director, sound design & mix; Alina Miroshnichenko, sound design & composition producer; Joseph Alexander, composition re-arrangement.

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