Driving Gnome for Christmas: Asda Christmas ad 2024

Asda is going big and going gnome for Christmas this year, bringing in a quirky team of garden gnomes to save its snowed-in store for its festive ad campaign.

Launching on social media today (4 November) and making its TV debut on 6 November during Coronation Street, the animated ad stars five pint-sized heroes: Max, Gnibbles, Gnorma, Gnicky, and Gnarla.

The ad features Asda store colleagues Maggie and Bill activating all local gnoma, who spring to life and begin decking out the store with Asda’s 540-strong festive range, including Exceptional mince pies, a gingerbread gnome and a sparkling George sequin dress.

Read more: Highlights of Asda’s new 540-strong Christmas 2024 range

With their work complete, the gnomes hop into Asda delivery vans, heading off to Chris Rea’s classic Christmas tune, with a twist: ‘Driving Gnome for Christmas’.

Asda’s “hero gnomies” each have a role: adventurous leader Max teams up with fashion-forward drag queen Gnicky, chef Gnibbles, laid-back surfer Gnarla and party planner Gnorma.

Asda’s “hero gnomies” each have a role: adventurous leader Max teams up with fashion-forward drag queen Gnicky, chef Gnibbles, laid-back surfer Gnarla and party planner Gnorma.

The retailer is betting big on gnomes this year, having seen sales of more than 100,000 festive gnomes in the past four years. It says the characters from the add will join its gnome lineup on shelves.

“Asda’s gnomes are long standing favourites with our customers and they were staring us in the face as the obvious characters for our Christmas campaign - a very Asda way for us to showcase our breadth of offer,” said Asda’s chief customer officer David Hills.