Asda: The Imaginarium

Kicking off the battle of the Christmas ads, Saatchi & Saatchi London have created this cracker of a campaign for Asda, which has a strong whiff of Wes Anderson about it.

Billed as a behind-the-scenes glance into the 'magical world where Asda creates its Christmas treats', and set to the strains of Fleetwood Mac’s Don’t Stop, the 60-second film sees a young girl and her grandfather sneak into the supermarket's Willy Wonka-esque headquarters.

Now, you might have thought that your seasonal goodies came off a prosaic production line, but you'd be wrong. Christmas puddings are prepared in a giant cake mixer, powered by reindeer, while behind an 'adults only' door, a Barbarella type zaps chocolates full of liqueur using a laser gun. Let's just call it poetic licence - this is Christmas, after all, and heaven knows these dark days call for a large slice of escapism...

An additional four 30-second ads, delving further into The Imaginarium, are set to be released across the festive period, along with a Snapchat filter that turns users into the Victorian strongmen featured in the main spot.