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4 November 2019

A Kind of Magic

by Syd Briscoe

Asda: “Northern Lights” - 2 mins

Christmas kicks off with a bang at Asda, with a campaign which does its best to hit every emotional soft spot possible. Sibling dynamics, holiday spirit, dead grandparents - there's nothing Green Supermarket haven't added into the mix to attempt to aggressively tug audience heartstrings.

For all that this could feel like a kitchen sink approach, it all comes together nicely. Director Tom Green balances wintry wonder with moments of levity throughout, as a brother and sister capture the magic of the Northern Lights and spread joy around town. From transforming revellers into snowmen to giving a perturbed cat its own sleigh, the tykes ensure everyone has a great time.

With whimsical design work on the kid's magic-gathering device and a sweet spot of sibling bonding to round things off, it makes for a fetching way to spark the spirit of the season. Asda employees, however, will just be hoping they can magic up better contracts.

Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative Director: Andy Clough / Richard McGrann
Creative: Neil Clarke / Jay Phillips
Agency Producer: Nick Godden / Felicity Bamber
Film Production: Stink Ⓟ Ⓦ
Director: Tom Green Ⓟ Ⓦ
VFX: Electric Theatre Collective Ⓟ Ⓦ
Colourist: Luke Morrison
Compositor: Iain Murray
3D VFX: Tobin Brett

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