Tesco taps into nostalgia as it returns to large-scale Christmas brand advertising

Tesco: nostalgia
Tesco: nostalgia

Tesco claims "there's nothing better than Christmas" in a 90-second long nostalgic ad that charts the history of one family over six decades.

Creative by Wieden + Kennedy, set to ‘Forever Young’ by Rod Stewart, launches tonight (8 November) as the supermarket predicts mobile will play a key role in this year's festive season.

Wieden + Kennedy was also behind last year’s Tesco Christmas campaign, but was appointed to the Tesco ad account shortly before Christmas, meaning the supermarket was unable to produce an extended brand ad last year. 

David Wood, UK marketing director at Tesco, said that while 20% of last year's online grocery sales came via tablets or smartphones, this Christmas it expects the figure to be over 30%.

Wood said: "Many will be made on our new Hudl tablet. We also have a new design team for homeware and lifestyle and our Scandi, baking and retro collections have got people talking."

Tesco’s Christmas ad is attempting to show "what a real Christmas is all about" rather than a "perfect, airbrushed one" with scenes showing an embarrassed teenager and a family argument.

As part of the campaign Tesco will ask its staff and customers to send in pictures of "dreadful jumpers" or childhood presents "you felt changed your entire world".

Wood added that Christmas is "also about thinking of those in need in our communities" and as a result will run its third Neighbourhood Food Collection, working alongside charities Trussell Trust and FareShare. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
ASH runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena