Morrisons' many festive seasons

Creative constraints often spur imaginative minds to think outside the box and produce something fascinating. With the upcoming Less Healthy Food ad restrictions requiring a shift away from product-centric festive ads, Morrisons has pulled something really special out of its Santa hat this year. 

Created by Leo Burnett, the spot, Making More of Christmas, was directed by Aaron Stoller through Biscuit Filmworks and captures the story of the various folk – farmers, food makers, delivery drivers, fishermen and more – behind Morrisons fresh food business.

Set to a new recording of Jona Lewie’s classic Stop the Cavalry, it opens in the height of summer, with a farmer cheerfully shouting “Merry Christmas” to a bemused dog walker before cutting to a Morrisons bakery decked in fairy lights, even though it’s only August. From there, the story travels the length of the UK through the seasons, showcasing a fisherman’s boat glowing with Christmas lights in the sunshine, to a tractor covered in fairy lights delighting trick or treaters on Halloween.

Mark Elwood, CCO at Leo Burnett said: “The quality and commitment that goes into every ingredient of Morrisons Christmas food is a true labour of love. They’ve been growing, harvesting, smoking, maturing, crafting and creating all year long, so you can make more of your Christmas.”