Tesco celebrates getting in the Christmas spirit with 2023 ad

The last of the big grocers to make the move, Tesco has finally launched its Christmas ad for 2023, following on from a teaser preview earlier in the week, and it was well worth the wait.

Created by Tesco’s agency of record BBH, the ‘Become More Christmas’ ad celebrates the run-up to Christmas, tapping into the insight that for many, the festive season is about so much more than the big day.

Making its debut on ITV1 on Sunday 19 November, during the launch episode of this year’s I’m a Celebrity, the spot centres on a family getting into the Christmas spirit ahead of the big day – with some embracing the season more enthusiastically than others.

Set to the soundtrack of OMC’s ‘How Bizarre’, the ad opens with a father spotting a panettone sampling display in his local Tesco and – after getting his first taste of Christmas – immediately transforming into a Christmas tree as he gets into the festive spirit. The ad then gets progressively sillier and sillier, with people transforming into snowmen and reindeer as they too, begin to ‘Become more Christmas’.


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The concept of the campaign follows neatly on from the Tesco 2023 Christmas Report, which revealed that nearly a third of UK adults (31%) said they find the build up to Christmas more exciting than the big day itself.

“We want our seasonal campaigns to reflect how our customers feel, as we know there’s been more anticipation for the festivities this year,” commented Tesco group customer director Emma Botton.

“Our Christmas Report revealed that, as early as September, nearly a quarter of the nation (24%) was already looking forward to celebrating Christmas more than usual. This year, our #BecomeMoreChristmas ad captures the emotions and excitement we feel as we draw closer to the big day.”

BBH deputy executive creative director Felipe Serradourada Guimaraes added: “Christmas is a strange time. You hang out with people you don’t usually. You eat food you never do at any other time of the year.

“But whether you love it from the minute Halloween ends, or the hour before Christmas dinner, the one thing we know is true, is that eventually everyone gets into it. It’s infectious. That’s what we brought to life, in all its joyfully wonderful, and ridiculous, Christmas glory. Enjoy (with a side of mince pie).”

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