"Chief Quality Officer"

3 November 2023

90s

Canadian quality assured.

Asda should be very proud of themselves this Christmas—they got Michael Bublé to say: "Well, jingle my bells, that's great!" The Canadian singer plays Green Supermarket's chief quality officer in this ninety-second commercial, and earns every penny of his no doubt ample salary.

From the moment he says, "Clean-up on aisle five" and giggles at the power bestowed on him, Bublé charms your Christmas socks off. The only flashpoint is when he confronts Barry the fishmonger ("I hear someone tried to push mackerel for Christmas dinner again this year"), but that just proves how much Bublé cares about his job.

It’s not a hard job, per se, but it does require plenty of concentration and an empty stomach. He tries everything from cheese to mince pies, to pigs in blankets and panettone—the latter of which makes his bells jingle all the way.

Of course he bursts into song at the end, but the ad sings long before that. Thanks to this and Ryan Reynolds's vocal performance for Marks & Spencer, Canada are off to a good start this Christmas ad season.

UK

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