Campaign of the week: Asda, Behind Every Great Christmas There’s Mum

The ad shows a mother carrying out festive chores, such as untangling lights and doing the Christmas shopping. A fast instrumental version of Silent Night and quick cuts between the many tasks illustrate well the rushed nature and hard work of festive preparations. It ends with the strapline, ‘Behind every great Christmas there’s mum, and behind mum is Asda’.

By agency Saatchi & Saatchi, it is the first major campaign since Stephen Smith became Asda chief marketing officer.

Among the critics is campaign group Fathers 4 Justice, sparking coverage in the papers.

Asda says that 80% of its customers are mothers and that the ad is based on their festive experiences – the grocer even surveyed them ahead of the ad.

Smith says Asda wanted an ad “mums could really relate to” and some families will find it truthful.

However, for others the mother and father in the ad may come across as antiquated gender stereotypes: the downtrodden mother single-handedly delivers the festivities and once she’s sat down her unhelpful husband asks what’s for tea.

This could offend both men and women, especially consumers from more egalitarian families: the ad potentially implies dads don’t help and that preparing for Christmas is solely a mother’s job.

The advert’s creative angle may risk turning away both sexes, but equally is likely to elicit a knowing nod from toiling mothers who may shop there as a result.