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Asda's upbeat Christmas campaign shows the lengths people go to get into the festive spirit and uses real-life examples from a customer poll.

The activity, created by VCCP, launched on Sunday with a 60-second ad that aired during The X Factor on ITV. It showcases Sax, the debut single by Fleur East, who was the runner-up in the 2014 series of the singing competition and also appeared on the show as part of a group in 2005. The spot will also be shown in cinemas and is supported by outdoor and digital executions. The work was created by Chris Willis and directed by Neil Gorringe through Moxie Pictures.