Michael Bublé Scarfs Down All the Xmas Treats

There used to be this medieval role where a person would taste food ahead of the king, to make sure it wasn’t poisoned. This concept trickles into modernity through U.K. grocer Asda’s “chief quality officer” post, embodied by a perky Michael Bublé, who does not seem at all concerned about toxins.

Directed by Taika Waititi, “Make this Christmas Incredibublé” sees the singer fulfill his duties throughout the store. He gives everything a nibble before it hits the floor, sometimes making small recommendations. (The inevitable “Christmas feast” shot—spread grandly before grinning employees who bring to mind Hook’s Lost Boys—arrives early.) In a wink to 2022’s super-cute “Elf” ad, Bublé dismisses maple pigs-in-blankets as “so last year.”

“Christmas just isn’t Christmas without Michael Bublé,” says Vicki Maguire, chief creative officer at Havas London, which conceived the ad. “He’s an undisputed icon who gets everyone singing, dancing and feeling merry. And after another tough year, customers deserve it.”

“But it’s not just Christmas Michael Bublé is synonymous with,” she adds. “He understands great quality. If it isn’t good enough for Bublé, it isn’t good enough for Asda customers. And we hope this campaign puts a big smile on their millions of faces.”

In a nice final bit, Bublé appears at a charmingly snow-kissed Asda to help the choir wrap up “Winter Wonderland.”