Tesco really gets into the Christmas spirit in BBH’s wonderfully peculiar holiday spot

BBH London visualizes holiday excitement with a family who turn into fir trees and snowpeople

Published On
Nov 20, 2023
A woman who has turned into a snowperson, getting a carrot for a nose

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Somewhere along the way, being really into Christmas got a bit of a bad rap. These days, it seems Christmas ads are almost as likely to be about the stress of the season as they are about getting fully into the holiday spirit.

Tesco’s excellent new spot from BBH London is a bit of a throwback, then.

Christmas spirit is the north star here, and it’s illustrated in a fresh and bizarre way—with members of a family who turn into Christmas trees and snowpeople as their excitement for the season builds. The one holdout is a teenage boy, who seems to have outgrown Christmas—who sees his parents’ enthusiasm as pretty cringe.

Will he be convinced? It’s not hard to guess the answer, but part of the spot’s charm is how sweetly it wins the kid over.


Directed by Alaska (the duo of Marco Lafer and Gustavo Moraes) at Iconoclast, the commercial makes the most of its fantastical visuals (the snowmum is particularly inspired). But there’s plenty to like about the rest of the storytelling, too—from the star that springs from Dad’s head when he uses the Tesco Clubcard, to the fight over the music on the radio (a proxy war in miniature for the right to spread seasonal cheer, however hackneyed it may be).

OMC’s “How Bizarre” is a nice choice of track, and “Become More Christmas” is another unexpectedly fun reframing of the joy of (and commitment to) the holidays. Plus, the Tesco products are unobtrusively woven into the story.

“Christmas is a strange time,” said Felipe Serradourada Guimaraes, deputy executive creative director at BBH. “You hang out with people you don’t usually. You eat food you never do at any other time of the year. But whether you love it from the minute Halloween ends, or the hour before Christmas dinner, the one thing we know is true, is that eventually everyone gets into it. It's infectious. That's what we brought to life, in all its joyfully wonderful, and ridiculous, Christmas glory. Enjoy—with a side of mince pie.”

EssenceMediaCom handled media. In a nice touch, Tesco premiered the spot for its employees first—last Thursday in special screenings 100 CineWorld movie-theater locations around the U.K.


Nov 20, 2023
Client :
Agency :
Group Customer Director :
Emma Botton
Group Marketing Communications Director :
Murray Bisschop
Head of Seasonal Campaigns :
Alicia Southgate
Head of Media & Campaign Planning :
Tom Mardon
Campaign Manager :
Simon Boiko
Seasonal Media Manager :
Sophie O'Sullivan
Campaign Assistant :
James Johnson
Global Chief Creative Officer :
Alex Grieve
Deputy Executive Creative Director :
Felipe Guimaraes
Creative Director :
Felipe Guimaraes
Senior Copywriter :
Elliott White
Senior Art Director :
Wil Maxey
Group Strategy Director :
Saskia Jones
Strategy Director :
Hannah Slapper
Senior Strategist :
Tom Papaloizou
Senior Producer :
Lisa Nicholls
Senior Producer :
Nicole Southey
Assistant Producer :
Valentina Schwendinger
Art Producer :
Julian Cave
Managing Partner :
James Rice
Business Lead :
Tori Meadows
Account Director :
Owen Keating
Account Director :
Celia Taylor
Account Manager :
Georgina Thompson
Account Executive :
Talia Morrow
Account :
Amy Crowe
Account :
Amy Harrington
Music Supervisor :
Hywel Evans
Music Supervisor :
Daniel Olaifa
Production Company :
Director :
Director :
Marco Lafer
Director :
Gustavo Moraes
Executive Producer :
Jean Mougin
Line Producer :
Emma Butterworth
Production Manager :
Natalie Isaac
Production Designer :
Arthur De Borman
Costumes :
Prosthetics :
Freddie Stopler
Pierre de Kerchove
Edit House :
Trim Editing
Editor :
Paul Hardcastle
Assistant Editor :
Josh Mannox
Post House :
Black Kite Studios
VFX Supervisor :
Alex Lovejoy
Colorist :
Tom Mangham
3D Lead :
James Hansell
Compositing Lead :
George Brunt
Executive Producer :
Paul Branch
Senior Producer :
Phil Whalley
Sound House :
Sound Engineer :
Sam Ashwell
Media Agency :
Senior Associate Director :
Harry Pearce
Account Director :
Eliz Ustusoy

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