According to the supermarket chain’s chief customer officer Andy Murray, the idea came from seeing the reaction of Asda customers when they took part in tasting sessions for Asda’s Christmas range.
He explained: “Earlier in the year we held sessions with our customers to get feedback on our Christmas range. As we talked to them about Christmas, we could see how much joy and happiness planning their Christmas brought them, and we wanted to reflect that in our ad.
“When we saw their reactions to our food – the way it surprised them and made them smile – as well as the incredible pride and attention to detail that our product developers had put into creating it, the inspiration for the Imaginarium was borne.”
The 60-second ad follows a young girl and her grandfather, who stumble across a mysterious looking factory. As they look through the gates, a magical world unfolds before their eyes and they discover Asda’s Christmas Imaginarium.
Asda vice president creative and media Eilidh Macaskill, commented: “By Combining CGI animation and some spectacular real life venues, the Imaginarium is depicted as a maze of rooms containing magical machines and enchanting experiments.
“From a reindeer powering an enormous food mixer making Christmas puddings, and bite-sized canapes and mince pies being assembled by miniature Imaginarium workers, to Christmas Smash Igloo cakes being tested by strapping weightlifters, the ad is a love letter to our customers and products.”
On their journey, the pair discover the secrets behind Asda’s festive ranges, from a giant pop-up Christmas cookbook revealing two Asda chefs preparing a Christmas dinner of roast turkey and Wagyu beef dripping roast potatoes, to an adult-only, futuristic gin room where truffles are being infused with gin by a giant ‘gin laser’.
Andy added: “The Imaginarium is the perfect showcase for the excitement and ethos behind our products. Whatever your age or budget, Christmas is the time of year when you’re open to a little bit of magic and wonderment – and I’m really excited that we’ve been able to do our bit to provide that for our customers this year.”
Asda is also airing four 30-second adverts during the festive period, revealing more mysteries of the Imaginarium and showcasing more of Asda’s food, George clothing and homeware.
Asda operates 645 stores including three supercentres, 392 superstores, 33 Asda Living stores and 155 supermarkets.