The animated kitchen helpers perform "Give a Little Love" from the 1970s musical Bugsy Malone in a festive spectacle directed by Michael Gracey, known for his work on The Greatest Showman.
The 60-second Morrisons advert, set to debut tonight during Coronation Street, celebrates Christmas hosts as they prepare their festive feasts.
A 26-strong choir of Morrisons colleagues from across the UK lends their voices to the uplifting soundtrack, recorded at the iconic Abbey Road Studios.
The advert takes viewers on a journey through festive kitchens, where the animated oven gloves offer moral support to hosts preparing for Christmas Day.
The advert with premier tonight
MORRISONS
It begins on a wintery evening and a Morrisons delivery van is seen pulling up at a British home. A lone oven glove inside is given a spotlight and begins singing the nostalgic hit.
From nervous cooks facing large turkeys to proud presentations of seafood platters, the gloves sing to encourage British hosts.
Morrisons' food range takes centre stage, showcasing heroes from The Best range and Market Street offerings. Butchers' hand-prepared meats, freshly baked goods, and British winter vegetables are prominently featured.
The campaign aims to highlight Morrisons' role in helping hosts "put on the greatest show at home" this Christmas, emphasising their top-quality and great value festive food selection.
Morrisons is launching a series of playful social content featuring the oven gloves, including unboxing videos and tips for hosts.
The fan-favourite Cat Glove from last year's campaign returns with a new spinoff ad introducing the Kitten Mittens. The full 2023 advert can be relived here.
Additional 20-second food and drink focused ads will support the campaign across TV and radio.
Morrisons Group Customer and Marketing Officer Alex Rogerson said: “Morrisons is here to ensure that every host can put on the greatest show at home this Christmas.
LATEST DEVELOPMENTS
It features a nostalgic musical hit
MORRISONS
“We know that hosting can come with some pressure, but with our top-quality Christmas range and a little help from Morrisons experts and our singing oven gloves – our customers are set to shine bright this Christmas, with our range of great value food that looks spectacular, and tastes just as good.”
Mark Elwood, chief creative officer at Leo Burnett UK - the agency that created the ad - continued: “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.”
