It's not Christmas: Noddy Holder’s #notyetnoddy teasers for Iceland's festive campaign

It’s Chriissstttmaaasssssssssss

Well, not quite.

Iceland has unveiled its new Christmas campaign, ‘The Land of It’s Chriissstttmaaas’, which includes a series of comedic TVCs, digital and a ‘Christmas waiting room live stream’ for social media.

It's been written by creative agency Meanwhile, produced by Chief and Iceland’s in-house studio, directors Marc Ingham and Chris Cottam. and features Noddy Holder.

The campaign launched Thursday 10 November, and will initially, playfully put Christmas (and the Slade frontman’s iconic catchphrase) on hold, until the world cup is done at least, using the period to promote the store’s party food product range.

In December however, the campaign will drive the supermarket’s value-driven proposition by promoting the perfect Christmas dinner for less than consumers may expect. 

Noddy will again attempt to start the festive season, but Iceland is so excited by its own proposition, and believes consumers will be too, that Noddy doesn’t get to perform his usual Christmas duties, and chooses Iceland’s products instead.

The first ad will premiere on TV across the UK and will also feature VOD channels. To support the ad campaign, Iceland has a live stream of Noddy waiting for Christmas, which will run organic and paid across the supermarket’s social channels.

Joseph Gummett, head of design for Iceland and The Food Warehouse says,“Christmas doesn’t start until Noddy Holder says so, but Christmas is unique this year in that it’s also waiting for England and/or Wales to get knocked out of the world cup.”

Tim Jones, chief creative officer at Meanwhile, added,“So, we needed an idea flexible enough to support Iceland’s party season offer through both events.”

“We also have to be acutely aware of how competitive the advertising sector is at this time of year, so giving Iceland a unique and disruptive idea will help them really stand out.”