Jason Donovan stars in Iceland’s cabaret Christmas ad
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Iceland is launching a Moulin Rouge inspired Christmas campaign starring Jason Donovan alongside a troupe of “real Iceland mums”.
The ad features Donovan dressed in fishnet tights and suspenders playing the role of Ringmaster at the cabaret themed party. He leads the Iceland mums in a can-can dance.
Iceland says the campaign is part of its strategy to refocus its advertising on customers.
Iceland dropped former brand ambassador Kerry Katona, following allegations of drug use.
The campaign, created by (Beta), is the first the agency has worked on since being appointed by the frozen food retailer.
The ad launches on Sunday (14 November) during the new series of “I’m a celebrity get me out of here”, which starts Saturday (13 November). Iceland is sponsoring the show for the fifth year running.
The TV ad will be supported by a PR, press and digital campaign and in-store marketing.
Waitrose, Tesco, Morrisons and Asda have all revealed their Christmas campaigns in the past two weeks.
YouGov Insight:
Frozen Food
- 47% of UK consumers believe that the frozen food section in supermarkets is ’uninspiring’, whilst over a third think that the choice of frozen food on offer is ’limited’
- 1 in 4 UK consumers say that they ’rarely’ visit the frozen food aisle.
- 1 in 4 UK consumers complain that frozen vegetables packaging does not let them see the produce.
- 37% of consumers always buy the same type of frozen food products such as chips, peas and ice cream
- YouGov SixthSense calculates a 2.6% growth in the chilled and frozen food market for 2010.
Click here for more information on this YouGov market report
Readers' comments (10)
Anonymous | Mon, 15 Nov 2010 11:05 pm
the video form jason ist magic
FORM BELGIUM
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David Booker | Sun, 28 Nov 2010 0:28 am
brilliant - ranks as one of the best Christmas adverts ever!
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Anonymous | Mon, 29 Nov 2010 0:23 am
iceland advert tune too much like gary glitter music ...not appropiate!!!!!!!!!!!!!
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Anonymous | Thu, 2 Dec 2010 9:37 pm
i thought it was really funny but how come ive only seen him in his fishnets once? whats happened to that advert?!!
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Anonymous | Thu, 2 Dec 2010 10:04 pm
I like the Marc Bolan /T-Rex music, Jason Donovan is cool. Who are the Can Can girls they're hot, hot, hot!!
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Anonymous | Tue, 7 Dec 2010 8:55 am
who is the blonde in advert in marilyn monroe dress.sure she has been in a soap?
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Darron.Edwards | Thu, 9 Dec 2010 0:48 am
Fantastic advert. Sexy girls and good music. Jason is a legend!
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Anonymous | Thu, 16 Dec 2010 7:44 pm
Absolutely Brilliant. I love the burst of 20th century boy in the middle.
Watching this was such good fun we decided to do our Xmas shopping at Iceland.
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Anonymous | Wed, 22 Dec 2010 10:15 pm
Seriously! stop playing this advert so bloody much!
its completely ruined television for me!
this is by far the most irritating advert ive ever had the missfortune of seeing.
Is it really necessary to play this advert up to 5 times per ad break?!
GET IT OFF THE TELEVISION!
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Anonymous | Fri, 24 Dec 2010 9:00 pm
Yep, it's Gary Glitter's 'I'm the Leader of the Gang (I Am)' from 1973. Good track, what's the problem?
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