Tesco's Christmas Ads Plump for Humor Over Emotion

Retailer's New 'Family' Appear in a Series of Seasonal Spots

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Tesco's new "family" of characters, introduced last month to revitalize the U.K. supermarket's beleaguered brand, go Christmas shopping at the store in the first of several new seasonal additions to the mix.

In one, millennial son Freddie (played by YouTube star Will Close) flirts cringingly with a woman choosing products from Tesco's "Finest" range -- only to be embarrassed by his Dad (Ben Miller) and Mom (Ruth Jones), who turns up holding a pair of "large boys' pajamas."

In the second ad, the family runs around the supermarket to get gluten-free products for another tribe coming over for Christmas drinks. Like the introductory campaign ads, they were directed by Rattling Stick's Daniel Kleinman.

In contrast to last year, when a spot by Wieden & Kennedy London appealed to nostalgia at Christmastime, the ads, by BBH, firmly plump for humor rather than an emotional branding message. And rather than one big campaign, the Christmas push will consist of several short bursts; further ads will feature Tesco's new party food range, and an ad highlighting staff at the stores.

Tesco's biggest rival, Sainsbury's, will release its Christmas spot tomorrow.

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Nov 11, 2015
BBH London
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