Santa’s Naughty List Is Canceled This Year, So Go Ahead and Treat Yourself

UK retailer Tesco says St. Nick forgives you

Tesco encourages people to treat themselves this Christmas in 2020 holiday ad.
Tesco / BBH

Tesco, the U.K.’s biggest grocer, has declared that Santa won’t have a naughty list this year—which is really great for those among us who ate too much candy and drank too much wine to get through lockdown this year. It’s also good news for anyone who stockpiled toilet paper and for parents who skipped teaching their kids the ‘difficult’ subjects like math and science when lockdown made them double as caregivers and teachers, as the retailer’s new Christmas holiday ad shows.

The uplifting 60-second spot by BBH London encourages everyone to give themselves a break—because Santa is tearing up his naughty list this year.

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BBH said it developed the ad after research it commissioned suggested 78% of people had some kind of “naughty slip up” this year. Set to the Britney Spears track “Oops!…I did it again,” with comedian Asim Chaudhry as voiceover, the agency said it wanted to give permission for people to treat themselves with festive goodies this year and take themselves off the naughty list.

The campaign also comprises a series of outdoor ads acknowledging the tough year.

“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,” said Alessandra Bellini, chief customer officer at Tesco.

“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.”

CREDITS: Chief Customer Officer: Alessandra Bellini Tesco Group Marketing Communications Director: Emma Botton BBH Creative Team: Daniel Seager & Steve Hall BBH Chief Creative Officer: Stephen de Wolf BBH Creative Director: Tom Drew BBH Tesco Head of Art: Uche Ezugwu BBH Strategy Director: Lucy Moody BBH Strategist: Harry Guild BBH Business Lead: Samantha McLeod BBH Account Director: Matt Sims BBH Account Manager: Claudia Richardson BBH Account Executive: Victoria Azubuike Film Credits: BBH Producer: Joe Pawsey BBH Assistant Producer: Kurtison Bailey Production Company: Somesuch Director: Raine Allen-Miller Executive Producer: Seth Wilson Producer: James Waters Marketing Communications Director: Emma Botton Head of Campaigns: Sarah Parmar Campaign Manager: Megan Ash and Jordan Beedles Campaign Assistant: Gabriella Fenwick and Suzannah Kirton DoP: Lasse Frank Post Production: Untold Studios Editor/Editing House: Matt Newman @ Trim Sound: Sam Ashwell & Ben Gulvin @ 750MPH Lead Music Supervisor: Hywel Evans Music Supervisor: Black Sheep Music Talent and Licensing Consultants: Issy Wedlake @ The Bourne Consultancy Print Credits: BBH Account Director: Nicola Lentin BBH Account Manager: Oli Mitchell BBH Art Director: Laura Canciglia & Nick Thompson BBH Copywriters: Steve Hall & Josh Haines BBH Producer: Chris Sellier BBH Assistant Producer: Beth Mechem Photographer: Myles New c/o Rare by Trayler Rare Producer: Kay Edwards Food Stylist: Sal Henley Prop Stylist: Tony Hutchinson Social credits: BBH Creative: James McComb BBH Account Director: Luke Abbott BBH Account Manager: Laura Huber BBH Account Manager: Francesca Somerville BBH Producer: Karen Harban Media agency: Mediacom 

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