Tesco brings in London 2012 opening ceremony team to light up Christmas

Tesco's Christmas TV ad builds up to a major festive light show created by the people behind the London 2012 opening ceremony.

Tesco: unveils Christmas 2014 campaign
Tesco: unveils Christmas 2014 campaign

The spot, which will make its debut tonight during the season finale of ITV show Downton Abbey, features a brass band cover of Irene Cara’s What a Feeling.

It shows families preparing for the festive season by getting out the Christmas decorations. The ad builds up to lights being switched on in homes, and then in Tesco stores.

Wieden & Kennedy London created the film. The media agency behind the campaign was Initiative.

Jill Easterbrook, the chief customer officer at Tesco said: "Christmas is a wonderfully special time of year and we want to help customers in whatever way we can."

The light show has been inspired by a Tesco customer who last year tweeted her disappointment that her local store in Wigan didn’t have a green hat on top of the sign.

In response Tesco created a winter wonderland at the store and invited Claire and more than 800 local residents to enjoy the festivities and turn on the Christmas lights.

Ray Shaughnessy, the creative director at Wieden & Kennedy London said: "This year's campaign is an important step change for Tesco in that they are doing all sorts of unexpected things to help people have a brilliant Christmas.

"It won't just be about them making sure you get the best turkey on the table, it will be about making sure that people feel Christmassy too.

"Getting the team behind the London 2012 Olympic light show to light up Wigan is a great example of this."