Joules links with Wallace & Gromit for Christmas campaign

By

Sandra Halliday

Published
Nov 15, 2019

Joules has followed the popular animation trail for its 2019 Christmas advertising but the lifestyle brand hasn't chosen to create a new animated character. Instead it has linked up with well-known duo, Wallace & Gromit, created by the multi-award-winning animation studio Aardman.

With both the retailer and the characters celebrating their 30th anniversaries this year, there are some clear synergies between them. And the company is promising to “put a smile on your face” with its ad.

It features Joules festive products decorating Wallace’s living room while Gromit “becomes the pièce de résistance as the fairy crowing the top of the Christmas tree”.

The company is focusing on a selection of its “best-sellers and most loved products” that have been recreated in miniature by Aardman’s model-makers. They include Crown Joules boxer shorts on the fireplace and its wellington boots worn by Gromit.

It’s a canny move by Joules with Wallace & Gromit having become firmly established as a key feature in every UK TV Christmas schedule.

The campaign also links to the overarching trend being seen with this year’s festive ads that uses animation and fantasy scenes to market the feelgood factor of finding the right gift rather than a heavy focus on the product itself. Products are being inserted into the commercials as almost incidental items with the overall aim being to create a positive atmosphere around brands.