Tesco's holiday TV ad focuses on how every British family does Christmas differently this year, as the U.K.'s biggest retailer evolves last year's diversity-focused campaign.
The first of its 2017 holiday ads focused on different ways to cook a turkey but this year the theme expands to burning issues such as: sprouts or no sprouts, do you serve Yorkshire pudding at a Christmas meal and is it OK to have ketchup? It's set to a brassed-up orchestral version of Fleetwood Mac’s "Go Your Own Way."
As with before, a diverse range of families and people of all ages feature in the ad, by BBH (there's also a dog, although it doesn't get to spend long at the table). Last year, Tesco received trolling comments on social media after featuring a Muslim family in its campaign, but the retailer has stuck steadfastly to the strategy and the tagline: “However you do Christmas, everyone's welcome at Tesco."
Directed by Smuggler's Randy Krallman, the spot has some nice comedic touches: characters include a group of selfie-obsessed hipster/millennials who are unsure what to do with their turkey and a deadpan pair of Tesco delivery drivers debating whether someone's decorations are meant to be a dog or a reindeer. But for the most part this is pretty mainstream fare--and a world away from some of the more fanciful productions on offer from U.K. retailers.