Asda Gets Ready for a 'Big Freakend' in Halloween Campaign from Havas London
This weekend saw the launch of Asda’s new Halloween campaign – ‘The Big Freakend’.
The playful new campaign taps into the excitement that Halloween falls on a weekend this year and encapsulates the anticipation for the spooky celebrations. After almost half the UK population chose not to celebrate Halloween in 2020, searches for Halloween products on Asda.com and George.com are up 820% year on year, with 37% of customers planning to celebrate Halloween already picking up their Halloween essentials in store and online.
The campaign, which is the second from creative agency Havas London, will run in the lead-up to Halloween on 31 October, and reprises the new brand tagline Get the Asda Price Feeling – yet with a spooky, seasonal, slightly surreal slant.
The playful 30-second spot opens unremarkably enough, with a group of teenage friends walking into their local Asda store. Things start to get strange as they’re met by an Asda colleague with a jack-o'-lantern on their head – or is that a jack-o'-lantern for a head? – rising out of a crate of pumpkins. A click of their fingers transforms the gang’s bemused faces into four more crudely carved, smiling lanterns – as they dance off down dark and misty, haunted house-esque aisles.
Set to Dead or Alive’s You Spin Me Round (Like a Record), a voiceover promises ‘everything for a spooktacular Halloween at prices to make your head spin’ – as the gang’s Pumpkin heads literally spin off and go flying around the store. Things are bought back down to earth with a bang, and another twist on Asda’s iconic Pocket Tap, as the scene transforms into a fully decked out Halloween party, all thanks to Asda’s extensive range of Halloween goodies.
The campaign aims to remind families that no-one else celebrates Halloween like Asda does, and with a weekend full of celebrations to come, Asda has Halloween covered, from food and drink to decorations and costumes.
Title: The Big Freakend
Creative agency: Havas London
Chief Creative Officer: Vicki Maguire
Creative Director: Rob Potts, Dan Cole, Andy Garnett, Dan Bolton
Senior Creative: Sam Turk, Paul Robbins, Matt Skolar, Eoghain Clarke
Designer: Lorenzo Fruzza, Josh Toogood
Agency Executive Producer (film & digital): Adam Henderson
Agency Assistant Producer (film & digital): Debbie Ragasa
Agency Producer (print): Sarah Barclay, Dean Trendler, Hannah Levy
Head of Business Affairs: Annika Sintim
Managing Director: Jennifer Black
Head of Account Management: Megan Armitage
Account Director: Holly Creasey
Account Manager: Sophie Hodges
Account Executive: Goldy Gbedema
Group Chief Strategy Officer: Mark Sinnock
Senior Strategist: Ravi Matharu, Flo Sharp
Media agency: Spark
Production company: Biscuit Filmworks
Director: Big Red Button
Executive Producer: Rupert Reynolds-Maclean
Producer: Emily Atterton
Production Manager: Dan Dobrin
DoP: Dan Bronks
Editor: Saam Hodivala
Audio: No. 8
Audio engineers: Sam Robson, James Lyme
Post production & visual effects: Rascal Post
VFX Supervisor: Gareth Brannan
Post Producer: Lou Cherry
Colourist: Dave Ludlam
Category: Retail and Restaurants , Supermarkets