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The annual British Christmas ad wars are heating up, and Tesco wants people to know it's armed with lots of the obligatory bright lights and endearingly ridiculous ornaments.
A new TV commercial from the supermarket chain and Wieden + Kennedy London dramatizes everyman preparations for the holiday—pulling tangled string lights out of the dusty attic, scaling a ladder with a wobbly reindeer, and grinning slack-jawed as a two-story inflatable Santa reaches full stature.
It aims to build toward that wondrous moment when the electricity flips on—another in a string of familiar visual cues that are appropriate, if not particularly risky.
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