{"id":25192,"date":"2022-11-11T11:06:09","date_gmt":"2022-11-11T19:06:09","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25192"},"modified":"2026-01-28T09:50:23","modified_gmt":"2026-01-28T09:50:23","slug":"buddy-the-elf","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/buddy-the-elf\/","title":{"rendered":"Rattling Stick Director Daniel Kleinman Reintroduces Buddy the Elf in Cheery Asda Campaign, on Adweek"},"content":{"rendered":"

Buddy the Elf Makes His Advertising Debut as an Eager Store Employee in Asda\u2019s Christmas Campaign<\/strong><\/h2>\n

\nThis is the first time that the movie and character have been licensed for brand marketing<\/strong><\/h3>\n

 <\/p>\n

https:\/\/www.youtube.com\/watch?v=KnW1TWqAXYs<\/p>\n

Will Ferrell as his character Buddy the Elf singing in an Asda store<\/em><\/p>\n

The 2003 movie Elf has become a beloved Christmas classic, but its main character, played by Will Ferrell, has never appeared in a holiday ad\u2014until now.<\/p>\n

Buddy the Elf is the star of British supermarket Asda\u2019s Christmas campaign, marking the first time the film has been licensed for brand marketing.<\/p>\n

In the ad, created by agency Havas London, Buddy tries out for a job at an Asda store. But with his overeager festive cheerfulness\u2014recognizable from his antics in the movie\u2014he causes a bit of disruption as the employees prepare for another busy holiday season.<\/p>\n

In one scene, the oversized elf gets sidetracked from the shop floor while promising two coworkers that they\u2019ll make snow angels and go ice skating. He later eats the sample maple-flavored pigs in blankets when he\u2019s not supposed to, before startling some shoppers with his loud singing.<\/p>\n

By the end of the day, however, Buddy has managed to charm the Asda managers and bring an extra dose of Christmas magic to the store. He gets the job.\u00a0The ad\u2019s tagline wishes viewers: \u201cHave your Elf a Merry Christmas.\u201d<\/p>\n

 <\/p>\n

Staying true to Buddy<\/strong><\/p>\n

Diehard Elf fans will likely recognize Buddy\u2019s dialogue, because the ad\u2019s creators used original footage from the film and rotoscoped it into new scenes shot on a set built to resemble an Asda store. The script was written to include some of Buddy\u2019s famous lines and actions, and the ad was graded to match the look and feel of the movie.<\/p>\n

Danny Kleinman directed the commercial through production company Rattling Stick<\/strong>, while creative studio Framestore handled post-production and VFX.<\/p>\n

Ferrell\u2019s team and licensing partners at Warner Bros. Discovery Global Consumer Products were involved throughout the creative process and gave final approval on the script and edit. Before receiving licensing permission, the teams from Asda and Havas had to demonstrate that they were Elf fans and would stay true to the character.<\/p>\n

\u201cIt\u2019s actually my favorite film, but now we\u2019ve probably watched it collectively 737 times,\u201d said Stephi Brett-Lee, Asda\u2019s senior director of brand communications and marketing.<\/p>\n

The brand and agency were also not allowed to use deepfake technology to recreate Buddy\u2019s likeness, rewrite any of the original movie lines or have the elf do anything that wasn\u2019t faithful to his character traits.<\/p>\n

One example is the Asda food that Buddy samples in the commercial. Ferrell\u2019s team insisted that Buddy stick to one of the four main food groups eaten by elves, as outlined in the film: candy, candy canes, candy corns and syrup. So, Buddy would not have tried regular British pigs in blankets (mini sausages wrapped in bacon), but the maple-flavored ones carried by Asda were okay.<\/p>\n

\u201c[Ferrell\u2019s team] said, \u2018Buddy would love those,\u2019\u201d Havas London chief creative officer Vicki Maguire recalled. \u201cWe knew we were dealing with an icon, and we cannot be the brand that doesn\u2019t do him justice.\u201d<\/p>\n

Fodder for the fans<\/strong><\/p>\n

Buddy the Elf is a good fit for the Asda brand because he \u201cencapsulates the essence of Christmas\u2014this unbridled joy,\u201d Brett-Lee said. \u201cHe encapsulates the cheer we wanted to spread for the nation. It doesn\u2019t hurt he\u2019s dressed in [the brand\u2019s color] green, as well.\u201d<\/p>\n

For Elf fans, the ad is full of hidden easter eggs and clues referencing the movie. On Nov. 4, the day the campaign launches, the retailer will host a social media competition offering Asda rewards to the first 50 people who can find all the Elf clues in the commercial. The brand has been dropping teasers on social media since October.<\/p>\n

In addition to the ad, which will premiere on British TV channel ITV during the show Coronation Street, Asda will run in-store announcements featuring Buddy and sell a limited-edition range of Elf-themed food and merchandise.<\/p>\n

Asda has also planned a number of initiatives to help customers with the cost of living crisis, including collecting toys for children\u2019s charities, offering a \u201cfestive surprise\u201d to five different community groups, meal deals for pensioners and children in its stores\u2019 caf\u00e9s and grants to support community organizations with increased rent and bills.<\/p>\n

The brand\u2019s commitment to helping its local communities was part of the reason Ferrell allowed Buddy to be licensed for the ad, Brett-Lee explained.<\/p>\n

When the completed version was sent to Ferrell, his team replied with his final verdict: \u201cHe loves it,\u201d Maguire said.<\/p>\n

CREDITS:<\/strong>
\nBrand: Asda
\nSenior director, brand communications and marketing: Stephi Brett-Lee Head of campaigns: Rebecca Holmes
\nCampaign manager: Amy Kennedy
\nProduction manager: Claire Ibbotson
\nCreative agency: Havas London
\nCEO: Xavier Rees
\nChief creative officer: Vicki Maguire
\nChief client officer: James Fox
\nCreative director: Dan Cole, Andy Garnett
\nAssociate creative director: Rob Greaves, Sam Daly
\nSenior art director: Richard Gorton-Lee (Chunky)
\nSenior copywriter: Mark Wilson
\nSenior designer: Sam Kallen
\nCreative production director: Dean Trendler
\nHead of strategy: Britt Iversen
\nStrategy director: Flo Sharp
\nSenior strategist: Jack Lewis-Barclay
\nManaging partner: Dave Owen
\nBusiness director: Jamie Bolton
\nAccount director: Cherith MacRitchie
\nAccount manager: Sophie Hodges
\nAccount executive: Caitlin Toohey
\nHead of production: Katie Keith
\nHead of film: Louise Bonnar
\nProduction lead: Olivia Riddle
\nSenior producer: Adam Henderson, Barney Ferguson
\nProducer: Rhy Hogan
\nAssistant producer: Ella Myerscough-McClymont
\nMedia agency: Spark Foundry UK
\nChief client officer: Katharine Baker
\nManaging partner, planning: Felicity Bowen
\nBusiness director, planning: Jon Hill
\nAccount director, planning: Sarah Codd
\nAccount manager, planning: Clare Miles
\nGroup account director, activation: Lyndsey Terrill
\nGroup account director, activation: Mike Lawrence
\nHead of performance planning: Mark Oldfield
\nDigital excellence lead: Callum Sergison
\nPaid social business director: George Tilbury
\nSocial agency: The Hut Group
\nPR agency: COW
\nPOS agency: Creative Race
\nProduction company: Rattling Stick
\nDirector: Daniel Kleinman
\nExecutive producer: Johnnie Frankel
\nProducer: Amy Appleton
\nDOP: Ben Smithard
\nProduction designer: Joseph Bennett
\nCostume designer: Verity Hawkes
\nMake-up and hair: Beverley Pond-Jones
\nCasting director: Greg Kyle
\nEditor: Eve Ashwell @ The Assembly Rooms
\nPost-production and VFX: Framestore
\nCreative director: Kamen Markov
\nVFX supervisor: Jules Janaud
\nCompositing supervisor: Ben Taylor
\nHead of advertising: Helen Weil
\nExecutive producer: Anna MacDonald
\nGrade: Company3
\nColorist: Stef Perry
\nPrevis: The Third Floor
\nSound: 750
\nSound engineer: Sam Ashwell
\nMusic supervisor: Daniel Breheny @ Soho Music
\nTrack: Frank Sinatra \u2013 \u201cSanta Claus is Comin\u2019 to Town\u201d
\nChoir arranged, recorded and produced by Luis Almau for Soundtree Music
\nMusic supervisor: Neil Athale
\nLicensing: Born Licensing
\nDirector: David Born
\nSenior licensing executive: Amber Cheung
\nCEO, talent republic: Anne Batz
\nManaging director, Talent Republic: Charlie Powell
\nSenior account executive, Talent Republic: Ella Barker
\nResearcher, Talent Republic: Louise Urwin<\/p>\n

 <\/p>\n

View the original article on Adweek HERE<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Buddy the Elf Makes His Advertising Debut as an Eager Store Employee in Asda\u2019s Christmas Campaign This is the first time that the movie and character have been licensed for brand marketing   https:\/\/www.youtube.com\/watch?v=KnW1TWqAXYs Will…<\/p>\n","protected":false},"author":2,"featured_media":25193,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,2304],"tags":[],"class_list":["post-25192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-rattling-stick"],"yoast_head":"\nRattling Stick Director Daniel Kleinman Reintroduces Buddy the Elf in Cheery Asda Campaign, on Adweek - Press Kitchen<\/title>\n<meta name=\"description\" content=\"Director Daniel Kleinman Released new Ad for Asda's Christmas Campaign, featuring Will Ferrell's "Buddy The Elf" from the 2003 film, Elf.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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