RuPaul's Drag Race star wows in Asda Christmas ad as supermarket praised for casting queer icon

ASDA has moved away from Michael Buble for their high-octane Christmas advert and has received positive reviews on social media

Last year it was the velvety tones of Michael Bublé gracing our screens, but this festive season, ASDA has boldly switched gears, bagging a RuPaul’s Drag Race UK gem for their high-octane Christmas advert.

The bold move by ASDA has sent social media into overdrive as fans and customers hail the watershed moment. It marks the first time a drag queen has ever been spotlighted in a Yuletide ad for one of Britain's leading supermarkets. Dropping earlier this week, the commercial has sparked waves of online chatter and has already racked up more than 1 million hits on YouTube within a mere three days.

One enthusiast nailed the mood, saying: "I’m screaming this is so iconic! " Meanwhile, someone else was practically shouting from the rooftops, writing: "I can’t stop screaming! " Absolutely smitten by the refreshing seasonal spin, viewers have dished out praise, with clever spins like "Naomi of the runway to Gnomey of the Asda Aisle," and others applauding: "Now this is a Christmas advert! "You’ve got a fan pitching a festive film idea: "Gnome Alone, anyone?"

ASDA's breakaway from the classic Christmas icon Michael Bublé to a sassy drag favourite in Tayce underscores just how much drag culture has taken the British fancy by storm. In what's set to be an enchanting yuletide journey, Tayce leads a glamorous squad of holiday "heroes" into the bustling world of ASDA, ready to sprinkle some drag magic for shoppers nationwide.

But not everyone’s caught up in the festive spirits. A forlorn ASDA employee hinted at corporate naivety saying: "I work for ASDA, and this is 100% how head office and 90% of area managers think the shop gets ready, judging by how many hours and colleagues they’ve cut."

ASDA’s bold casting could be a trailblazer, as industry chatter already suggests it may urge other big names to go after diversity and untapped stars. Amid the sea of safe, cookie-cutter holiday adverts, ASDA's unconventional pick appears to resonate with people eager to see real-deal innovators among their festive cheer.

Tayce’s representation is impactful; when her manager Dylan Davey from The Social Inc was approached, he didn’t mix words: "ASDA’s decision to feature Tayce in its new Christmas campaign reflects a major shift in advertising. It clearly signals the rising mainstream popularity of drag culture.

"With inclusivity now a top value for brands, this is a statement-making choice that points toward a broader acceptance of drag as an art form beloved by the public. In fact, since the news has spread, we’ve been approached by several leading mainstream brands. I think this has given brands lots of confidence to go for it, and it marks the beginning of an exciting new era in celebrity brand endorsements."

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