Watch: Tesco unveils first in series of four ads for Christmas

Tesco is breaking with tradition to run a series of four Christmas-themed TV ads that show how the supermarket is helping customers during the busy festive period.

The first two broke tonight on ITV during Emmerdale. The next two will break later this week.

All the films will feature its new family Ruth Jones, star of TV hits Stella and Gavin and Stacey, as Mum, Jo, Ben Miller, star of The Armstrong & Miller Show as Dad Roger, and the actor, Will Close, as son, Freddie. 

The campaign marks a departure from its previous tradition of creating one showpiece ad.

The first ad will focus on its Finest range of quality food, while the second will showcase its Free From range. Tesco will sell all the ingredients to make a fully gluten-free Christmas dinner.

Later ads in the series will feature Tesco’s new party food range, which is designed to help party hosts spend more time with their guests, as well as highlighting Tesco’s "helpful in store colleagues".

Part of the decision to produce a series of ads is to help develop the characters in the family and create familiarity among the public.

It is also shunning the schmaltz of rivals’ offerings, by focusing on humour.

Tesco’s brand director Michelle McEttrick told Campaign: "Humour is more authentic to Tesco and is something that will set us apart from other retailers."

The spots were created by Bartle Bogle Hegarty creatives George Brettell, AK Parker, Matt Moreland and Chris Clarke. They were directed by Daniel Kleinman through Rattling Stick.

McEttrick said: "Christmas is a special time of year for many of our customers, so we’ll be making sure we do all we can to help them spend more time with friends and family over the festive season."

Tesco will also unveil a number of festive-themed ‘little helps’ for customers in stores as part of its wider Christmas campaign.

Last week, the retailer advertised a vacancy for the first ever Christmas tree light untangler to help relieve some of the stress associated with the Christmas season.

The job spec states that candidates must be able to "untangle three metres of Christmas lights in under three minutes" in one of its Wrexham stores.


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