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Asda’s low-key Christmas campaign shuns celebrities to highlight how the supermarket offers better value than its rivals. The work, created by VCCP, comprises 20 spots. The first ad features a series of scrawny and sad-looking snowmen lined up next to one that is bigger and smiling. A voiceover explains that only Asda promises to beat its competitors on price by 10 per cent. The second spot shows a family enjoying wine at a Christmas party. The campaign was written by Jonathan Thake, art directed by Mark Orbine and directed by Alan Friel through Park Village. Media was handled by Carat.