Watch: Singing oven gloves return for musical Morrisons Christmas ad

Morrisons has kicked off its 2024 Christmas ad campaign with a new advert featuring the return of the singing oven gloves.

The advert, which debuts during an episode of Coronation Street on ITV on November 4, sees the oven gloves singing along to the Bugsy Malone song Give a Little Love, which was recorded by a choir of 26 Morrisons employees at Abbey Road Studios.

Morrisons said the soundtrack sets the tone with “feel-good energy and celebratory warmth” in the musical-inspired advert.

The 60-second ad, created by agency Leo Burnett, was directed by The Greatest Showman director Michael Gracey and combines the “playful charm of the oven gloves with theatrical flair”.

It starts on a snowy evening with a Morrisons delivery van arriving at a house. Inside the house, a single oven glove catches a spotlight and begins to sing the opening of the song.

The feel-good advert shows the oven gloves singing their support for families preparing and cooking at Christmas.

The ad showcases a range of Morrisons’ food including British turkeys and salmon, its ‘The Best’ party food range, and desserts.

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.

“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.”

Leo Burnett UK chief creative officer Mark Elwood added: “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.”