Ad campaigns usually feature happy families, but every now and then a campaign stands out by getting real. Families are complex and separation is difficult. In BBH UK’s campaign, Tesco overcomes that difficulty for a moment. The commercial, part of Tesco’s Food Love Stories, stands out for its relatability and also for its subtlety.
First and foremost, the campaign reminds the UK that Tesco has the answer to those last-minute “what’s for dinner?” moments. In this new commercial, a family faces this scenario, but within a new family dynamic. Mum and Dad have separated and are still finding their feet in their new rhythms of life. The one thing that hasn’t changed, however, is their love for their daughter, so when she requests an impromptu barbecue, they work together as a team to make it happen.
Felipe Guimaraes, deputy executive creative director at BBH, noted, “We see plenty of happy households in advertising but it’s rare to find portrayals of couples who are still figuring out how their new family dynamic can work. I am incredibly proud to have been part of this project. A story told with all the nuance and care that it deserves. Bravo to the whole Tesco team for moving on the way we tell Food Love Stories.”
Alessandra Bellini, Tesco chief customer officer, stated, “Each Tesco Food Love Stories focuses on people coming together over good food. Our latest heart-warming campaign follows recently separated parents preparing a delicious and convenient BBQ meal together, for their daughter. When the weather heats up, a summer BBQ is a perfect way to get dinner sorted and spend time in the sunshine, and our Tesco Fire Pit range has everything you need.
Director, DAYDAY, added, “It was a fantastic opportunity to get a chance to help bring this beautiful story to life in such a nuanced way. In my experience, you don’t really see such complex storytelling in ads these days, which speaks volumes about the type of agency that BBH is. They really champion creativity overall. BBH wholeheartedly trusted my vision and capabilities as a director, which is why I believe the final films were so rich in character and humanity.”
The campaign is running in the UK on television and online video, cinemas, OOH, social media, digital display and print for three weeks.
Credits:
Client: Tesco
Group Brand, Proposition & Marketing Director: Emma Botton
Marketing Communications Director: Murray Bisschop
Head of Campaigns: George Rivers
Campaign Manager: April Miller
Campaign Assistant: : Heather Mussett
Advertising Agency: BBH
Chief Creative Officer: Alex Grieve
Executive Creative Director: Helen Rhodes
Deputy Executive Creative Director: Felipe Guimaraes
Creative Director: Felipe Guimaraes
Creatives: Oliver Short & Jennifer Short
Group Strategy Director: Saskia Jones
Senior Strategist: Joy Molan
Business Lead: James Rice
Account Director: Izzy Hooper
Account Manager: Izzy Corlett
Film Producer: Charlotte Kirk
Print Producer: Sarah Knight And Matt Kitto
Media Planning: Essencemediacom
Production Company: Biscuit
Director: Dayday
DoP: Hunter Daly
Managing Director: Rupert Reynolds-Maclean
Executive Producer: Samantha Chitty
Head of Production: Polly Du Plessis
Producer: Lara Baldwin
Editing: Tenthree
Editor: Owen O’sullivan
Post-Production: Electric Theatre Collective
Post-Production Producer: Emma Hughes
2D Lead Artist: Robin Mcgloin
Colourist: Jason Wallis
Sound Studio: String & Tins
Sound Engineer: Jim Stewart
