After another eventful year, Christmas is finally here. This year, just like the Great British public, BBH London’s festive campaign for Tesco is determined to celebrate – no matter what.
Backed by a rousing soundtrack, Queen’s “Don’t stop me now,” the film celebrates the nation’s spirit of joyful defiance and determination to have a good Christmas this year no matter what happens. Whether it’s a broken down car, covid travel restrictions, or a stubborn Elf, this Christmas… nothing’s stopping us.
The ad opens outside a Tesco store with a woman who is determined that nothing will stop her from enjoying Christmas dinner with her family, and follows her as she embarks on her journey home after being offered “a little help” from a Tesco worker.
Moving between iconic Christmas moments, Tesco depicts each scene as a triumph of celebration, despite the hurdles encountered along the way.
BBH’s insight is based on Tesco’s research showing that 86% of UK adults admit that nothing will stop them from having a joyful Christmas this year. Whether you are cautiously re-entering the world or diving right back in, Tesco shows that it is here to help release that much-missed Christmas joy.
Says Alessandra Bellini, chief customer officer at Tesco: “We know that Christmas is a hugely important time for many of our customers and, after last year’s events, that is truer now than ever. Whenever we set out to create our campaigns, we want to be sure that we capture how the nation really feel and reflect that. Our research revealed that people are looking forward to meaningful get-togethers with their loved ones again and given the backdrop of cancelled plans of last year they won’t let anything stop them having a proper celebration this year.
“This got us thinking about all the little things that have the potential to get in our way – from running out of mince pies to running late to a Christmas party – and the nation’s determined spirit that ensures we’ll overcome them all. We hope our joyful festive ad will resonate and put a smile on people’s faces as we prepare for a season of well-deserved celebrations. Afterall, this Christmas, nothing’s stopping us.”
Tesco’s campaign was developed by BBH creative directors Christine Turner and Kevin Masters, and directed by Si and Ad from Academy films.
Says Turner and Masters: “After the last one, this Christmas had to be a cracker, so our campaign is a rallying cry to show we’re made of harder stuff this year, and nothing’s stopping us. And who better to show this than our scooting gran weaving her way through a joyfully defiant nation as they tackle anything thrown at them.”
BBH worked in partnership with Mediacom, to produce a fully integrated through-the-line campaign. The TV ad comes in a 90-second, 60-second and two 30-second versions. As well as TV, the campaign includes press, OOH, radio, social, in-store and PR, launching on Saturday 13th November at 20:45 on ITV1 during The Chase Celebrity Special.
Chief Customer Officer: Alessandra Bellini
Chief Brand Proposition and Marketing Comms Director: Emma Botton
Group Marketing Communications Director: Murray Bisschop
Head of Seasonal Campaigns: Sarah Parmar
Campaign Manager: Simon Boiko
Campaign Assistant: Gabriella Fenwick
BBH Lead Creative Team: Lawrence Bushell and Luke Till
BBH Creative Directors: Uche Ezugwu, Kevin Masters, Christine Turner
BBH Creatives: Tom Chancellor and Shruti Veeramachineni, Kevin Travis and Marion Cohen
Executive Creative Director: Helen Rhodes
Chief Creative Officer: Stephen De Wolf
Global Chief Creative Officer: Joakim Borgström
BBH Strategist: Harry Guild
BBH Strategy Director: Dean Matthewson
BBH Strategy Lead: John Harrison
BBH Business Lead: Patrick Netherton
BBH Account Director: Emily Ross
BBH Account Manager: Harry Warburton
BBH Account Executive: Ashleigh Jacobs
BBH Producer: Georgina Kent
BBH Assistant Producer: Rebecca Ellis
Production Company: Academy Films
Executive Producer: Simon Cooper
Producer: Ash Lockmun
DoP: Erik Wilson
Post Production: Electric Theatre Collective
Editor/Editing House: Final Cut
Music Supervisor: Hywel Evans
Media agency: Mediacom