WITH HALF THE NATION (49%)** MORE EXCITED FOR CHRISTMAS THAN EVER BEFORE, THE NEW FESTIVE CAMPAIGN FROM TESCO URGES SHOPPERS NOT TO WORRY ABOUT THE NAUGHTY LITTLE THINGS THEY MIGHT’VE DONE IN 2020 AND EMBRACE THE FESTIVE TREATS… BECAUSE AFTER THE YEAR WE’RE HAVING, WE DESERVE IT
2020 has been quite the year and we’ve all had to improvise a little to get by, leading to some less-than-perfect (but perfectly understandable) behaviour. Whether it’s giving a dodgy DIY haircut or fibbing to the kids for a little peace and quiet, 78%* of us admit to a minor naughty slip-up during the year. In its new festive campaign, Tesco is encouraging the nation to forget all about these, as – after the year we’re having – we all deserve to treat ourselves this Christmas.
The advert opens in a Tesco store, before travelling across the UK, following multiple people as they prepare for the festive season. We hear each character’s inner monologue as they share confessions which they worry might put them on the naughty list this Christmas – from bad video call etiquette to buying too much loo roll.
As they deliberate over whether they are allowed a festive treat, we hear the voice of Tesco encouraging them not to think twice, because – after the year we’re having – they deserve to tuck into the finest food and drink.
With 74% of the nation saying they wanted to see light-hearted content in this year’s festive ad offering, the humorous script taps into the day-to-day shortcuts many of us made in 2020.
Alessandra Bellini, Chief Customer Officer at Tesco, says: “We know that the festive ads mark the start of the season for a lot of people – 27% of the nation in fact** – and that this year, customers were looking for something fun and uplifting, that would help spread a little joy. When we talked to friends, colleagues and customers about the concept, everyone instantly confessed to the naughty things they’ve done during 2020 with a wry smile. It’s really relatable and we hope it resonates with people and gets them talking.”
The concept was developed by Creative Director, Tom Drew of BBH and directed by Raine Allen-Miller from production company Somesuch. The TV ad comes in a 60-sec and two 30-sec versions, is set to the soundtrack of Britney Spears’ iconic ‘Oops!…I did it again’ and is voiced by renowned comedian Asim Chaudhry. The campaign comprises of TV, press, OOH, radio, social, in-store and PR and launches on TV Saturday 14th November during ITV’s ‘The Voice’.