Seen+Noted: Tesco celebrates the perfectly imperfect in 2025 Christmas campaign via BBH
Tesco has launched its 2025 Christmas campaign ‘That’s What Makes It Christmas’ via BBH London, featuring a series of standalone films celebrating the “perfectly imperfect” moments that define a real UK Christmas.
Rolling out across TV, social, digital, OOH and audio, the spots lean into relatable festive chaos: overstuffed fridges no one can touch until Christmas Day, tense family boardgames, awkward neighbour chats, Secret Santa panic and trips home that invite playful teasing.
Directed by Jeff Low through Biscuit Filmworks, the vignettes reframe the season through the messy, funny and unscripted moments where the true Christmas spirit lives.
Says Becky Brock, Tesco Group Customer Director: “At Tesco, we know that Christmas isn’t just about the picture-perfect moments, it’s about everything perfectly imperfect that happens around them too – that’s where the real magic is. With ‘That’s what makes it Christmas,’ we want to celebrate the wonderfully relatable chaos that fills homes across the UK. Tesco shows up for customers across the festive season in so many ways and we hope that the campaign resonates with the nation and Tesco helps everyone celebrate what makes it Christmas for them this year.”
Says Felipe Serradourada Guimaraes, Executive Creative Director at BBH London: “At BBH we say we haven’t had a truly great creative year until we’ve delivered a great Tesco Christmas campaign. This year, we’re reframing and revelling in the reality that Christmas isn’t made by those picture-perfect, frameable moments. It’s during the messy, weird and unscripted chaos where the Christmas spirit really kicks in, and that felt like a different take on the festive season.”
Says Low: “The creative team at BBH had a good idea. The sort of idea you think, “has nobody done this before?” I filmed that idea as faithfully as I could and I think it worked out pretty well because I didn’t get cute about it. I honestly just tried to craft a story that conveys that initial idea.”
The campaign also extends in-store with illustrated Christmas cards and themed F&F jumpers, and includes cultural tie-ins such as a Gogglebox partnership to spark national conversation around “what makes it Christmas.”
Client: Tesco
UK CEO: Ashwin Prasad
Group Customer Director: Becky Brock
UK Marketing Director: Murray Bisschop
Head Of Marketing – Seasonal: Alicia Southgate
Marketing Campaign Manager: Peter Harris
Marketing Campaign Assistant: Lulu Turner
Lead Media Campaign Planner: Henry Steel
Advertising Agency BBH London
Executive Creative Director: Felipe Serradourada Guimarães
Creative Director: Gary Mccreadie
Creative Team: Ash Hamilton & Sara Sutherland
Junior Creative Team: Matthew Chong & Simon Finn
Client Managing Director: James Rice
Senior Project Manager: Sophie Sanderson
Senior Account Director: Kya Boon-Cohen
Account Manager: Imogen Brooks
Account Executive: Tallulah Horton
Deputy Chief Strategy Officer: Saskia Jones
Strategy Director: Arabella Saunders
Strategist: Leo O’Mahoney
Senior Film Producer: Alen Grebovic
Assistant Producer: Ted Macdonnell
Assistant Producer: Peter Wiltshire
Business Affairs Manager: Katie Schartau
Head Of Print: Rachel Clarke
Post Producer: Ella Clayton
Studio Manager: Toni Polain
Retoucher: Simon Goold
Artworker: Brandon Doughty
Artworker: Dave Walsh
Designer: Jiwoo Kim
Designer: Keiti Collins
Production Company: Biscuit Filmworks
Director: Jeff Low
Producer: Lucy Gossage
Founding Partner: Shawn Lacy
Managing Director: Rupert Reynolds-Maclean
Executive Producer: Hanna Bayatti
Head of Production: Emily Atterton
Production Manager: Patch Wadsworth
DOP: Thomas Townend
Production Designer: Arthur De Borman
Casting Director: Lesley Beastall
Stylist: Selina Wong
Hair & Makeup Artist: Lou Hinton
Editing Company: Trim Editing
Editor: Peter Scibberas
Producer: Noreen Khan
Assistant Editor: Lorna Searl
VFX Studio: Selected Works
VFX Supervisor: Francois Roisin
Executive Producer: Alex Fitzgerald
Producer: Solomon Tiigah
Colourist: Hannibal Lang
2D Lead Artist: Pete Hodsman
Flame Op: Pete Hodsman
Audio Post-Production: 750Mph
Sound Design & Mix: Sam Ashwell & Jake Ashwell
Audio Producer: Olivia Ray & Aishah Amodu
Music Supervision: Black Sheep Music
Music Supervisors: Hywel Evans / Imogen Pring
Composer/Arranger: Alabaster
Additional Composer: Dan Michaelson
Arranger & Orchestrator: Kezia Tomsett
Music Company: Black Sheep Music / Resister
Media Agency: Essencemediacom, WPP Media
CEO: Natalie Cummins
CSO: Richard Kirk
Managing Partner: Jonathan Robson
Senior Associate Director: Chandni Modha
Business Director: Ben Sonnenthal
Planning Director: Harry Pearce
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