Ad of the Day: Santa wields a vaccine passport in bombastic Tesco Christmas ad

Tesco is positioning itself as a standard-bearer for the national mood this festive season by putting on a stiff upper lip in its determination to ensure the UK celebrates a very merry Christmas, no matter what the world throws at us.

Created by BBH, the tub-thumping campaign is set to the pulse-setting beat of Queen’s Don’t Stop Me Now, encouraging people to set aside life’s troubles and celebrate with abandon – irrespective of Covid-19 restrictions.

Opening with a view of one Tesco shopper pulling out all the stops for the perfect family dinner, the campaign shows how store staff are only too willing to provide ‘a little help’ along the way.

Driven by the insight that 86% of UK adults vow that nothing will stop them from pulling out all the stops this Christmas, the ad illustrates the lengths people will go to create shared memories with their loved ones.

Christine Turner and Kevin Masters of BBH said: “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?”

Alessandra Bellini, chief customer officer at Tesco, added: “Whenever we set out to create our campaigns, we want to be sure that we capture how the nation really feels 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 canceled plans 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.”

The television ad debuted on Saturday during the Celebrity Chase Special on ITV and is to be accompanied by a mix of press, out-of-home (OOH), radio, social, in-store and PR.

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