In this exclusive behind-the-scenes interview with the team from Leo Burnett, we lift the velvet curtain on Morrisons’ theatrical new Christmas campaign, “Gloves On.” With a cast of charming oven gloves as our unexpected culinary stars, and a creative team backed by seasoned industry veterans, this year’s ad conjures a festive stage where shopping and cooking collide in a seasonal spectacular.
From the initial brief—a mission to make high-quality fresh food synonymous with Morrisons—to the relentless search for the perfect soundtrack and the laughter sparked by an army of hungry puppeteers, we explore every turn of the creative journey. Join us as we discover how the concept was born, nurtured, and finally brought to life in kitchens, studios, and workshops.
It’s a joyful tale of inspiration, artistry, and passion that proves, once again, that the tiniest details—like the perfect drizzle of cream—can bring a nation together around the table this Christmas.
What was the brief?
We wanted to make high quality fresh food synonymous with Morrisons this Christmas, but make sure that we executed that in a distinct way that brought a smile to the nation.
How did the initial pitch/brainstorming phase go?
The plan was always to build on the success of launching the gloves last year and build consistency. We saw great results and wanted to continue that and build the connection between the gloves and Morrisons whilst addressing the challenges set out in this years brief
What was the process behind ideating the concept?
This year, we wanted to capture the essence of preparing and cooking a meal for loved ones. Anyone who's ever cooked at Christmas knows it's the big one, a grand performance, if you will, or as we call it ‘The Greatest show at home’.
What was the production process like?
We had the perfect production partners in Partizan and Michael Gracy, who also behind the worldwide success ‘The Greatest Showman’ - his experience in the theatre space was invaluable and helped bring craft and choreography to our gloves.
What was the biggest challenge during production? How did you overcome it?
Getting the perfect drizzle of cream on a mince pie as the last shot of the day, it took dollops of patience but our incredible food stylist, Elaine Ngan, nailed it on take #22 (with rapturous applause from the crew).
What is one funny or notable thing that happened during production?
We had over 50 gloves on set, and we kept our puppeteers ‘pumped’ by fuelling them with snacks between scenes.This led to a lot of humorous ad-libbing before and after each take which we’ve used across some of our social work.
What’s the main message of this project and why does it matter?
The message, conveyed through the song choice that ‘giving a little love’ can result in great rewards. This sentiment is particularly important this time of year . when you have your friends and loved ones around the table.
You want to show that feeling by bringing people together and celebrating with beautiful, quality fresh food - and that’s exactly what Morrisons can help with and support all your hosting needs this Christmas.
How long did it take from inception to delivery?
We officially first started talking about Christmas in June, but if we’re honest we were thinking of gloves ‘24 after wrapping last year.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
Last year, when we were thinking of who would support the ‘hosts’ at Christmas in the kitchen, it dawned on us that you always have a faithful oven glove at your side. The rest is history.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
We wanted to build on launching the gloves last year as they were well received by our key audiences so had confidence they were the right thing to be doing again this year.
We know Christmas is a time of year that people celebrate with their friends and family with lots of different hosting moments, so we wanted to show the wide range of quality food and drink at Morrisons to support customers this Christmas and help them put on their own greatest show.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
Not really, the plan was to continue building equity in the gloves we successfully launched last Christmas and start to build consistency with them. However, selecting the right song proved to be the most difficult part of the process, albeit fun.
There were a few contenders during the process but we felt Give a Little Love delivered on emotional engagement whilst also aligning perfectly with the festive spirit and the ad’s theatrical charm.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
As well as Gracey, we had the obscenely talented ‘Two Ollys’ - production designer Olly Williams and our lead puppeteer Olly Taylor. They both joined last year and we worked extensively with these guys before we picked up a glove to really bring this to life.
What role did consumer research or market analysis play in shaping the concept and its execution?
We worked with a research partner to test the concept and music with consumers prior to production and it gave us a lot of confidence that the idea was delivering what we needed it to. It also reassured us that the music choice was right.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
Prior to last year’s launch of the gloves, we made test films in our kitchens using our own oven gloves to help bring the idea to life.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
The gloves play a big role for us here and as our System1 results showed they are starting to become distinctive assets for us. They allowed us to flex tonally and bring a smile to people’s faces.
We also wanted to highlight Morrisons’ unique Market Street offering and the expert advice you can get from butchers, bakers, fishmongers and deli counter colleagues in store - so put them in the spotlight along with Morrisons’ gloves and quality food.
What do you hope it achieves for the brand?
We wanted to use our entertaining glove character to wrap around Morrisons festive food offering and showcase the range of quality fresh food. We hope the gloves and music bring a smile to people’s faces and spread a little love this Christmas.
Credit list for the work?
Advertising Agency: Leo Burnett
Creative Director - Gareth Butters
Creative Director - Kimberley Gill
CCO - Mark Elwood
ECDS - James Millers and Andrew Long
Senior Producer - Anna Cartwright
Chief Production Officer - Emily Marr
Creative Director of Design - David Allen
Senior Designer - Harry Ingrams
Business Director - Sophie Garrett
Account Director - Ben Mallins
Senior Account Manager - Gabriella Watts
Account Executive - Jessica Lakey
Head of Planning - Joe Beveridge
Planning Director - Rebecca Priest
Project Director - Fahed Eichikhe
Trade Senior Producer - Georgia Morris
Trade Creative - Joshua Merriam
Production Brand
Director - Michael Gracey at Partizan
Production Company - Partizan
Managing Director/Executive Producer - Jenny Beckett
Head of Production - Ella More O’Ferrall
Producer - Daniel Wheldon
Line Producer - Lucy Banks
Director’s Assistant - Sophia Nagar
Production Manager - Matt Bulaitis
Production Coordinator - Alice Pitt-Carter
Production Assistant - Ella Kander
1st AD - Chris Kelly
DOP - Stephen Keith Roach
Gaffer - Stephen Finberg
Production Designer - Olly Williams
Costume Designer - Stephen McLauchlin
Stylist - Ashley Dando & Clem Miller
HMU - Eve Angel Coles
Model Maker - Arch Model Studio & Yuki Honjo Archer
Puppeteers - Olly Taylor, Helena Smee, Marcus Clarke, Laurence Moran
Casting Director - Hannah Birkett
Home Economist - Elaine Ngan
Editor - David Spearing
VFX: Black Kite Studios
VFX Supervisor: Dan Sanders
Colour: Richard Fearon
Shoot Supervisor: Daniel Sanders
2D Lead: Paul Wilmot
2D Artist: Matt Hutchins, Mauro Nodari, Lysa Cornic, Warren Gebhardt
Executive Producer: Hannah Ruddleston
Senior Producer: Hazel Gibson
Music Supervision/Licensing - Wake The Town
Music Direction, Production, Sound Design & Mix - String & Tins
Music Producer, Voice Director, Sound Design & Mix - Adam Smyth
Sound Design & Composition Producer - Alina Miroshnichenko
Composition Re-Arrangement - Joseph Alexander
Production Trade
Director - Gareth Sambridge
Production Company - Annex
EP - Basil Stephens
Producer - Fred Robinson
DOP - Jordan Stephens
Production Designer - Matt Duddleston
Puppets - Arch Model Studio
Model Maker - Yuki Honjo Archer
Puppeteers - Olly Taylor
Home Economist - Elaine Ngan
Editor - Brian Beattie
Post Production - Prodigious
Grade - Matthew Lee-Redman
Post Producer - Jessica Scanella
Offline editor - Brian Beattie
Flame - Jack Kennedy
Audio - Henry Frith
Music Composition & Sound Design - String & Tins
Sound Design & Composition Producer - Alina Miroshnichenko