Still from Tesco Christmas ad 2023

Christmas is literally transformative in Tesco’s ad

The supermarket’s message to the nation this Christmas is if you can’t beat them, join them

Tesco is late to the Christmas party (or were the other brands just early?) but it’s a timeline befitting of the story in its festive ad by BBH London, which follows a teenager who’s only getting into the Christmas spirit after everyone else.

Directed by duo Alaska, the ad shows family members, neighbours, and shoppers all transforming into festive emblems in a sign of their Christmassy spirit, including Christmas trees, baubles, and nutcracker figures. The teenaged protagonist is all eye rolls until a sentimental moment changes his mind.

The campaign acknowledges that not everyone finds it easy to feel in the mood for festivities, right down to its name, Helping You To Feel More Christmas. Set to OMC’s How Bizarre, the lyrics perfectly encapsulate just how in your face the festive season can seem to people who don’t get into the Christmas spirit – that is, until you join their ranks.

“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,” said deputy ECD Felipe Serradourada Guimaraes. “That’s what we brought to life, in all its joyfully wonderful, and ridiculous, Christmas glory.”

Agency: BBH London
Global Chief Creative Officer: Alex Grieve
Deputy Executive Creative Director: Felipe Guimaraes

Senior Copywriter: Elliott White
Senior Art Director: Wil Maxey
Production Company: Iconoclast
Directors: Alaska (Marco Lafer and Gustavo Moraes)