Meanwhile…. Noddy Holder put on hold for Iceland

“It is important we spread joy where we can, as such the unique combination of a football World Cup at Christmas provides the perfect opportunity for some festive cheer,” explained Joseph Gummett, Head of Design for Iceland & The Food Warehouse.

“As a nation we all know “It’s Christmas!” when we hear those famous lyrics from the unofficial bastion of Christmas, Slade frontman Noddy Holder. But this year, as we edge ever closer to the big day, the football keeps getting in his way. But that is no bad thing and being the good sport he is, Noddy awaits his moment with characteristic charm, patience and great humour.”

Part of the campaign will be a “Christmas waiting room live stream” on social media, as Noddy waits for his big moment.

“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.” added Tim Jones, Chief Creative Officer at Meanwhile.

“So, we needed an idea flexible enough to support Iceland’s party season offer through both events.”

Jones continued:

“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.”

Meanwhile was set up in October by former BBC Creative Directors James Cross and Tim Jones, alongside the former Managing Director of Chapter, Alastair Marchant.