Tesco has launched its 2024 Christmas ad, delving into the true meaning of Christmas spirit and evoking cherished memories of past Yuletides.

Developed by London agency BBH and directed by Alaska (Marco Lafer and Gustavo Moraes) and produced by Iconoclast, the film highlights key seasonal moments and demonstrates how nurturing the Christmas spirit brings messages of togetherness, nostalgia, and joy.

The film will air across TV, cinema, digital, and social media, supported by out-of-home and print media.

“We want our Christmas campaign to connect people with the joy of moments that help feed our Christmas spirit and showcase how Tesco can help you do just that. We appreciate that even if you love Christmas, there can be little things that eat away at your Christmas spirit as well as things that help to feed it,” said Tesco group customer director, Becky Brock.

“We’re here to top up your Christmas spirit wherever we can, whether it’s the first bite of a Christmas Sandwich, mince pie or gingerbread man, in the run up to the big day, a delicious, great value spread of food to enjoy with loved ones or service with a smile from our fantastic colleagues. We hope that the ad, and Tesco help feed your Christmas spirit this year!”

Targeted to Tesco’s key markets in the UK, Ireland, and Central Europe, the gingerbread-themed campaign will donate 10p from each gingerbread product sold to the Trussell Trust and FareShare charities this Christmas.

With the understanding that Christmas spirit requires care, the campaign will maintain a strong media presence in the UK until 23 December.

BBH London deputy ECD, Felipe Serradourada Guimaraes, noted: “After the success of the 2023 campaign, we wanted to create something that built on last year but still felt fresh.

“As the BBH mantra goes, we wanted to move it on without moving it off. Another proud moment in the BBH and Tesco partnership.”