Become More Christmas

Premiering on Sunday 19th November, the Tesco 2023 Christmas ad is packed full of festive joy as it helps the nation ‘Become More Christmas’, in hilarious and heart-warming spot from BBH

Featuring a family that’s getting into the Christmas spirit ahead of the big day, some more enthusiastically than others, the Tesco Christmas ad is here to help get the nation into the festive spirit. Created by BBH, the campaign taps into the insight that for many of us, Christmas is about so much more than the big day.

While there will always be the ‘Big Christmas Shop’, the need for festive goods and festivities in general starts a lot earlier than the 25thDecember. In fact, the Tesco 2023 Christmas Report* revealed that nearly a third of UK adults (31%) said they find the build up to Christmas more exciting than the big day itself.

The ad opens on an enthusiastic Dad and his reticent son driving to Tesco for their usual shop. Whilst wandering around the store, the Dad spots a Christmas sampling display and, after getting his first taste of Christmas (the Tesco Finest Triple Chocolate Star Shaped Panettone), immediately transforms into a Christmas tree as he gets into the festive spirit. In typical teenage fashion, his son looks embarrassed and walks away, clearly reluctant to join in the fun.

In another scene, Dad has gone through a truly tree-mendous transformation, complete with twinkling lights, and is excitedly putting the decorations up at home. When Mum returns home from Tesco and delights in sharing some Tesco Finest Golden Mince Pies, she is overcome with festive joy and ‘Becomes More Christmas’, transforming into a spectacular Snowmum.

Following a second visit to Tesco, other customers can be seen ‘Becoming More Christmas’ with baubles and glittering stars exploring the aisles. At the checkout, Dad is served by a Tesco colleague who has transformed into a reindeer. As soon as Dad’s Tesco Clubcard is accepted, a shining star decoration explodes from the top of his head, and his Christmas transformation is complete.

While everyone around him ‘Becomes More Christmas’, the teenage son continues to remain reluctant to get into the festive spirit. Until, Dad gives him the handcrafted Christmas tree topper that he made when he was a little boy – it’s just the nudge he needs to transform into a Christmas tree himself, topped with that very star.

Capturing the moments that bring on that Christmas feeling is at the heart of the campaign. Regardless of life stage or location, the truth is that food, whether it’s that first mince pie, a cheeseboard or a festive meal deal, plays a pivotal role in people’s journeys to ‘feeling Christmassy.’

BBH’s Felipe Serradourada Guimaraes was the campaign’s deputy executive creative director, and Elliott White and Will Maxey were the lead creative team. The film was directed by Alaska (Marco Lafer and Gustavo Moraes) through Iconoclast. Media was handled by EssenceMediaCom.