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How long? 2-3 minutes Creatives treat Tesco to TV award for No Naughty List BBH London’s Christmas commercial for Tesco set out to squeeze a smile out of the pandemic crisis … and succeeded To mention Covid or not to mention Covid. That was never a question for Tesco in its Christmas 2020 TV campaign, which has won the November/December Thinkboxes Award for TV ad creativity. “We knew we had to acknowledge the year in some shape or form. It was a decision every Christmas campaign had to make. And we were in the minority that decided to acknowledge it,” says BBH associate creative director/copywriter Steve Hall. “We just thought it was too big to ignore.” ....
Tesco’s high-impact Christmas ad comes after a stellar performance by its marketing team through the year Tesco’s ‘No naughty list’ ad is the nation’s favourite supermarket Christmas ad this year, according to analysis of data from YouGov BrandIndex. Out of all retail and fmcg category brands tracked, it came second only to McDonald’s and its CGI ‘Inner Child’ festive ad. Aldi, M&S, Asda, Lidl and Sainsbury’s all saw their festive ads push their brands into the top 15 ranking last month, based on consumer awareness of the ads. However, despite the usually strong performance of its Christmas ads – it came third in December last year, and in 2018 – John Lewis was placed at 18 on the November index. Morrisons came in at 23. ....
The 5 ads giving hope and humanity to a bleak year The final Thinkboxes shortlist of the year – who gets your vote? This year s seasonal campaigns had that touch of melancholia that endures through this most difficult of years. But all offer hope, happiness and humanity. From the NHS s inspiring recruitment campaign to Amazon s powerful storytelling, this year-like-no-other has produced five bits of work that simply inspire – not least when you consider the logistical barriers of production and the delicate balance of capturing the nation s mood with commercial imperatives. Both agency insight and , creative partner at Atomic talk through the work. ....