Tesco does away with the ‘naughty list’ and gives us all a treat this Christmas

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You can tell there’s a healthy client-agency relationship behind an ad like this. Tesco and BBH have dared to put a smile on our faces rather than a tear in our eye for 2020, and they’ve done it by singling out an indisputable, universal truth – we all feel like we’ve fallen short this year.

A pandemic will do that to a nation. Whether it’s giving your sister a bad haircut, hoarding loo roll, sneaking off on holiday, failing at home school, or — horror — not donating to Captain Tom, Tesco is letting us off the hook. This year, Santa has scrapped the “naughty list” and put us all in line for a treat. The ad is set to the sound of Britney Spears singing “Oops I did it again.”

Tesco’s research found that 78 per cent of people admitted to a “naughty slip-up” this year, which provided the insight for this campaign, coupled with the fact that 74 per cent of people wanted to see light-hearted content in festive ads.

Alessandra Bellini, chief customer officer at Tesco, said: “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. 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.”

Tom Drew, creative director at BBH, said: “Who on earth would be on the naughty list after the year we’ve had? Hopefully we’ve made something to make people smile at a time when we need it most.”

The print work continues the theme of letting people off the hook, with lines like “Bubbles for your bubble” and “It’s a ‘two desserts’ kind of year.”

MAA creative scale: 9.5

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