Move over, Santa, it's time for Farmer Christmas

This year's Christmas commercials for Morrisons introduces us to a new yuletide legend; Farmer Christmas. 

The 60-second spot, created by Publicis•Poke London and directed by Somesuch's Nick Gordon, tells how our eponymous hero works “all year, too” in order to deliver a delicious Christmas feast to tables all over the country.  

As British farming’s single biggest customer, Morrisons has chosen to celebrate farmers in its advert as a way of thanking them for all the work they do to help make Christmas so special. The ad follows two friends as they explore North Pole Farm, where the festive food is grown. They sneak a look into his workshops where ‘magic helpers’ including butchers, bakers, fishmongers and florists are helping to prepare delicious treats. 

“Christmas is magical, but it doesn’t just happen by magic, and in a year where the whole nation fell in love with the huge efforts British Farmers make every day bringing food to our tables, it seemed the perfect moment to celebrate our heroes of field and farm," said Dave Monk, Publicis•Poke Executive Creative Director. "With Farmer Christmas at the helm, this ad pays tribute to everyone who makes Christmas happen, from the food makers in Morrisons stores to every Christmas kitchen hero up and down Britain making sure that the presents on your table are just as special as the ones under the tree.”