It is a fact that in times of turbulence or economic and emotional uncertainty, we look to nostalgia to solve our problems. It’s a way of seeking comfort and reassurance when the world feels anything other than comforting or reassuring.
Nostalgia has been at the heart of BBH London’s work for Tesco this year as the brand celebrates its 100 year anniversary in ads, which have brought iconic characters including Mr Blobby and Morph back onto our screens.
Tesco’s Christmas campaign, ‘#DeliveringChristmas’, continues this nostalgic trip by placing a literal string of spotlights on a time travelling delivery driver revisiting the ghosts of Christmas past. We follow his journey through time and space, as he visits Buckingham Palace and swings by Number 10, driving through parties across the decades before starring in a special slot in the 1980s gameshow Bullseye.
Each era provides a backdrop for a hero Tesco Christmas product, from a showstopping turkey to some tempting puddings. Alongside the TV ad, BBH have created a bespoke AR lens for Snapchat and an arcade game for Facebook where players can go behind the wheel of a Tesco delivery van. With a soundtrack of Sleigh Ride by The Ronettes, the ad is a retro nod to the decades of the last century.
Nostalgia is about longing for a familiar time, something we’ve seen a lot of brands doing this Christmas. With Argos celebrating its trademark catalogue, Sainsbury’s providing the Victorian history of Christmas, and Barbour celebrating its 125th anniversary with a Father Christmas that never ages. These ads are warm, comforting pieces that allow the consumer to feel excited about festive periods past, present and future.