We cited Morrisons christmas TV ad for 2012 as the worst we had seen over the launch weekend. It seems we are not alone in the conclusion this advert is heading for an epic fail.
Firstly the spiel:
Morrisons says the ad is a “huge departure” from its previous celebrity-led creative and aims to offer solutions to the traditional challenges of preparing Christmas, but with “added comic insights”.
Last year’s ad featured Freddie Flintoff and Bruce Forsyth.
Morrisons has aimed to dramatises the hard work mums do at Christmas and highlight the “comedy moments” that go with it rather than the “usual cliché of a perfect day”.
Scenes include a ‘turkey wrestle’ in a boxing ring, and mum needing three pairs of arms to get everything done. This Is England actress Jo Hartley stars as the mum.
Morrisons has focused on food preparation to highlight its fresh food proposition and its Market Street range.
The supermarket is also launching an interactive Facebook app called “Crimes against Christmas” which invites users to share real images of their own Christmases.
Music for the campaign was created for Morrisons by the Oscar Nominated American movie composer John Debney.
And some early comments:
Certainly is a departure from the norm, but as Christmas is all about the tradition, would this fall short?
Hugely offensive. Not in the slightest bit funny. Any men or kids helping at all? Is it only women who worry about these things?
The mum in this ad looks depressed!...the whole surreal execution feels like xmas is more of an real life nightmare than a fun time with the family. (yes, xmas is a busy time for all the family and mums do work particularly hard, but you like to think they don't hate it) The ad doesn't inspire me to shop at morrissons it steers me well away...if what i have to look forward to is wrestling with a turkey! FAIL.
Humour?? I must've watched something different! I found it to be the most depressing Xmas advert in along time. Very strange choice in my opinion.
The advert is truly awful, miserable and depressing. If Christmas is that much hard work, then why not go out for dinner and not buy Morrisons food?
Terrible, terrible, terrible. An epic fail. Morrisons must work quickly to pull this awful advert and do something that isn't depressing or sexist. Failure to act now will ensure depressing results for the chain due to this ill-thought promotion. What were they thinking?!
New jobs on offer in the marketing dept of Morrisons in the new year then?
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