2020 has been such a challenge that when it comes to Santa's naughty list, you're off the hook. That's the message of the Christmas spot from Tesco this year, as the U.K.'s largest grocer opts for some humor about the awfulness of 2020 in its campaign.
The TV spot is set to Britney Spears' "Oops...I did it again," and features a series of people worrying about the things they did wrong this year—from buying too many toilet rolls to failing on the homeschool front, bad lockdown haircuts and failing to sing "Happy Birthday" when washing hands (the latter being something that U.K. Prime Minister Boris Johnson suggested people do early on in the pandemic). Even Santa has messed up, having naughtily been on holiday, but that's OK, because the year has been so terrible that his naughty list is canceled.
The ad was created by BBH and directed by Raine Allen-Miller from Somesuch. It's part of a wider campaign comprising press, out-of-home ads, social and PR.
“At Tesco, we want to help customers celebrate and this year that didn’t just mean fabulous food and drink—they told us they were also looking for a bit of joy after a tricky year," said Tesco Chief Customer Officer Alessandra Bellini, in a statement. "Hopefully our ad will deliver that, while providing reassurance that—no matter how dodgy that home haircut was—you’re not alone and after this year, you’re definitely not on the naughty list, so embrace the festive treats.”