Arguments during dinners, postcards to people you barely have contact with, or confrontations during board game sessions. The holidays are not perfect, although advertising often tries to present them as such. They are full of chaos and spontaneity, and the British supermarket chain Tesco has portrayed this in its Christmas advertisement.

Created together with the creative agency BBH London and under the title “That’s What Makes It Christmas”, the company ironically addresses those aspects of the holidays that are not so pleasant, but that are real and identifiable. The spot reflects how Tesco is an essential part of Christmas in the United Kingdom, mainly through its gastronomic offer.

The campaign is made up of several pieces: the main advertisement, and another series of independent spots of shorter duration that focus on different situations. They feature different profiles and address varied stories and situations, in an attempt by Tesco to reflect the diversity of British society.
The videos were directed by Jeff Low and produced by Biscuit Filmworks, with narration by comedian John Bishop.

While some of the scenes are part of the main advertisement, others complement the narrative with other perspectives. Thus, the campaign is made up of a series of vignettes that reflect the everyday life of the festive season: from coworkers thinking about what to give for the invisible friend, a refrigerator full of delicacies that you can’t touch until Christmas Day, to games that become competitive.

According to Little Black BookTesco transfers the insight of its Christmas campaign to products available in store. Thus, it will offer hand-drawn Christmas cards that represent chaotic and familiar Christmas scenes; and Christmas sweaters with messages to answer the inevitable awkward family questions, such as whether you have found a partner or whether you are a vegetarian.

In addition, the campaign will feature executions in audio, press, outdoor advertising, digital media and social networks, placing Tesco at the center of the most emblematic moments of Christmas. Among the special actions, decorated buses will be wrapped in gift paper or a bingo card will be offered on the cover of the publication Metro to mark the most chaotic moments of the holidays.