Asda is using ordinary people in favour of celebrities in its £10 million Christmas TV campaign that debuts tonight.

The Wal-Mart-owned grocer has used people from the North Yorkshire village of Austwick with the strapline “Why pay more for Christmas?”

The ad features villagers preparing for Christmas Day, set to the song It's Beginning to Look a Lot like Christmas by Perry Como.

Asda has made a contribution towards local projects in the village instead of paying an appearance fee.

Asda marketing and brand director Rick Bendel said: “We are very proud of the ad and confident it taps into the nation's mood and spirit. The ad captures the essence of Christmas and whilst our competitors focus on using celebrities in their advertising, we have chosen to return to traditional community values, which remain at the heart of our business.”

The campaign, created by ad agency Fallon, follows the launch of Asda clothing brand George's TV campaign starring ordinary women.

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