Tesco is exploring the true meaning of the Christmas spirit in its blockbuster 2024 festive film, which tugs at the heartstrings with cherished memories of Yuletides gone by.
Developed by London agency BBH, the delightfully-shot three-minute opus tells the story of everyman Gary, who is struggling to get in touch with his festive spirit following the recent loss of his grandmother.
Directed by Alaska (Marco Lafer and Gustavo Moraes) and produced by Iconoclast, the work taps into the season’s key moments, and illustrates how the Christmas spirit needs to be nurtured, offering a message of togetherness, nostalgia and festive joy.
Premiering today during ITV’s Martin Lewis Money Show and Channel 4’s Great British Bake Off, the film will run across TV, cinema, digital and social media, with supporting out-of-home and print media executions.
“We want our Christmas campaign to connect people with the joy of moments that help feed our Christmas spirit and showcase how Tesco can help you do just that. We appreciate that even if you love Christmas, there can be little things that eat away at your Christmas spirit as well as things that help to feed it,” Tesco group customer director, Becky Brock said.
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“We’re here to top up your Christmas spirit wherever we can, whether it’s the first bite of a Christmas Sandwich, mince pie or gingerbread man, in the run up to the big day, a delicious, great value spread of food to enjoy with loved ones or service with a smile from our fantastic colleagues. We hope that the ad, and Tesco help feed your Christmas spirit this year!”
Pushed out to the grocer’s key UK, Irish and Central European markets, the gingerbread-infused creative will also see 10p donated from every gingerbread product sold this Christmas to the Trussell Trust and FareShare charities.
Born from the insight that our Christmas spirit is something that needs looking after, the campaign will have a significant presence across UK media through to 23 December.
BBH London deputy ECD, Felipe Serradourada Guimaraes added: “After the success of the 2023 campaign, we wanted to create something that built on last year but still felt fresh.
“As the BBH mantra goes, we wanted to move it on without moving it off. Another proud moment in the BBH and Tesco partnership.”
