Asda's Halloween family got possessed by the spirit - and Shazam put you in the ad

Show Asda is the UK's one-stop Halloween shop - costumes, pumpkins, party food - just as Halloween turns into a multigenerational celebration.

A family gets 'possessed' by the Halloween Spirit through an 80s ghetto blaster playing Cameo's 'Word Up' - and viewers Shazam the ad to join the possession.

A 30-second music-promo style TVC (launched October 7, 2017) of a multigenerational family dancing and lip-syncing; 6-second social cutdowns, a 20-second radio spot and PR support. Shazamming the ad or a code in Good Living Magazine opened a lip-sync spooky filter that let people star in the ad and share it.

Asda claimed a UK first with the Shazam-to-filter mechanic; the article reports no sales or participation figures. The spot positioned Asda as 'home for all things haunted'.

Asda's 2017 Halloween campaign by Saatchi & Saatchi London was built on the insight that Halloween was increasingly anticipated and enjoyed by multigenerations - an opportunity to step outside the rules and have fun. The TV ad, filmed in the style of a music promo, depicts a family that becomes 'possessed' by the Halloween Spirit after playing Cameo's 80s hit 'Word Up' on a ghetto blaster: from young children to grandma, everyone dances and lip-syncs the words.

The spot showcased Asda's Halloween range - costumes, trick-or-treat supplies, pumpkins, celebration cakes - positioning the retailer as the UK's number one destination and one-stop shop for the season, summed up in the strapline 'Home for all things haunted'.

Asda also teamed with Shazam for a UK first: anyone who Shazammed the TV ad, or a code in Asda's Good Living Magazine, was taken to a Halloween experience on their phone that let them become part of the ad through a lip-syncing spooky filter, which could be saved and shared on social media.

Halloween was anticipated and enjoyed by multigenerations, so the ad cast kids to grandma under one possession.

An 80s Cameo anthem made the retail message danceable instead of a price-and-product rundown.

The Shazam tie-in extended a 30-second spot into a phone filter people could post themselves - a UK first.

Every touchpoint, from costumes to cake, fed the same line: home for all things haunted.

A retail seasonal ad earns its share button when watching turns into performing - Shazam made the viewer the next person possessed.

The 30-second TVC launched on October 7, 2017, with 6-second cutdowns on Asda's social channels, a 20-second radio spot and PR support running through the spooky period. Shazamming the ad or the code in Good Living Magazine opened the lip-sync filter experience. Asda chief customer officer Andy Murray framed the campaign as bringing out the fun side of spooky celebrations; LBB's report gave no sales or campaign-results figures.