Last year in the run up to Christmas, Tesco outspent every other retailer in Britain on TV advertising. Unfortunately for them their sales actually dropped during the same period. Tesco have had poor year one way and another so they are looking to produce something spectacular this Christmas.
The 2014 campaign is up against tough competition: Marks & Spencer and John Lewis have already launched big-budget campaigns that are drawing in the audiences. How does Tesco's new #MakeChristmas advertisement shape up?
The story shows the makings of Christmas - turning the lights on and trimming up for the festive season. The music selected is a Brass arrangement of "What a Feeling" - a song taken from the 1983 movie "Flashdance". The ad shows families & Tesco putting up their decorations. As the Christmas lights are turned on the music increases intensity as the chorus is reached.
Tesco helpfully released a 'behind-the-scenes' video about the advertisement, where the creative people speak about the thinking behind it. They say they "want to make a big song and dance", but the music seems to be a bit of an afterthought. - Not only has the song "What a Feeling" been used in several advertising campaigns over the years (including Honda, Clairol and most famously Gaviscon) but it is done in a highly predictable way. It is quite clear why this music was chosen for the advert: Brass band = Christmas, What a Feeling = Christmas feeling. Although it is fitting with Christmas traditions, does it make you want to dance? not really... it's quite a downbeat/tempo version of the original.
The campaign was launched on Sunday night (9 November) during the final episode of Downton Abbey - an old-fashioned advertising technique for guaranteeing an audience of 8-9 million. The YouTube video then gathering a further 200,000 YouTube views overnight - not a bad start at all. However, it doesn't seem that this campaign will become the viral sensation of the Christmas Season.
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