Bristling with excitement

Loving Tesco's new advert...

Walking through the high street on an evening this week I noticed the decorative lights. For the first time this year I began to feel a tinge of excitement about the festivities.

Premature promotions can feel like exploiting Christmas so I resist the efforts of cynical advertisers trying to seduce consumers.

But sooner or later I ditch the ‘humbug’ as the long dark nights and twinkling lights get the better of me. I start to feel ‘Christmassy’ and eventually succumb to the festive spirit.

This emotional journey is something the Tesco TV spot captures perfectly
(If you haven't seen it already watch it first - see comment below)

Plot: A moody son is embarrassed by his dad who is dressed as a pine tree in the supermarket

His father is in the Christmas spirit; shopping, smiling and clowning around.

Later the son is on his phone when he notices some pine needles bristling under his cuff. He covers them with his sleeve and carries on.

On return from another shopping trip the son has fully sprouted into a tree like his dad. Now he has caught the Christmas bug too.

Why I love this advert...

It captures how the festive feeling ‘sneaks up’ on you like falling in love

It tells a relatable, heartwarming story in under a minute

It creates anticipation but still manages to reveal the surprise

It has a 'big idea' an overarching theme underpinning the campaign
(in this case the actors 'become more Christmas' by turning into festive icons)

The ‘bizarre’ counterpoint nineties soundtrack manages to invoke nostalgia (while nodding to the weird concept)

It's memorable and brave but not crass.

Well done Tesco.