Tesco has kicked off its Christmas advertising campaign with a spot that shows a wide cross-section of British families preparing their turkeys in different ways.
Created out of BBH London the spot veers from the big production and whimsical fanfare of other U.K. retailers so far this year. Rather, it takes a somewhat grittier, real-life approach laced with a touch of humor.
Uncertain chefs are worried about their turkey preparation, teenagers are cheeky, families nag about the right way to prepare the bird and one stressed-out mom shouts at everyone to get out of the kitchen. There are different ways of preparing the turkey--one guy is barbecuing his out in the backyard--and a diverse range of families, including several different ethnicities and a same-sex couple with a baby. Smuggler's Guy Shelmerdine (who's also carved out a name for himself in horror VR), brought his more real-world, comedic touches to the campaign.
"Everyone does Christmas differently and this year we wanted to celebrate the real, personal and gloriously different ways people enjoy the festive season across the UK," says BBH creative director Nick Gill.
The campaign includes a charitable initiative donating food to food banks. Tesco will donate one pound for every fresh turkey bought in-store or online, shared between its food charity partners FareShare and The Trussell Trust, to help people in need over the festive period.
Tesco confirmed that this year's campaign, which will include further ads, will not use the Tesco "family" of actors Ben Miller and Ruth Jones, who appeared in last year's ads, although they are still part of ongoing campaign via BBH.