Guilt; it's the Christmas gift that never makes the list yet each and every year for many consumers the season of indulgence is all too often tinged with an element of regret and self-imposed restraint, or at least an attempt at it.

Tesco’s Christmas ad this year from BBH London wants to fly in the face of this guilt and to urge indulgence because, as it reminds us, after the year we’ve had, there’s no need for a naughty list. 

According to OnePoll research, 78% of the UK admitted to a naughty slip up this year, whether that’s overbuying loo roll or bad video call etiquette. Tesco’s ad shows each person deliberating over whether to treat themselves and, in the midst of their decision making, the voiceover encouraging them not to think twice.

Directed by Raine Allen-Miller with voiceover from renowned comedian Asim Chaudhry, the soundtrack of Britney Spears’ Oops I Did it Again feels apt for a festive celebration of decadence.

Alessandra Bellini, Chief Customer Officer at Tesco, explained: “At Tesco, we want to help customers celebrate and this year that didn’t just mean fabulous food and drink. They told us they were also looking for a bit of joy after a tricky year. Hopefully our ad will deliver that, while providing reassurance that, no matter how dodgy that home haircut was, you’re not alone and after this year, you’re definitely not on the naughty list, so embrace the festive treats.”  

According to OnePoll research, 74% of the UK say they wanted to see light-hearted content in this year’s festive ad offering. After a year of unrelenting uncertainty and hardship for many, an ad break that can put a smile on people’s faces feels more important than ever.