The campaign features brand new films, created by Somethin’ Else, of members of the ‘I’m A Celebrity…Get Me Out of Here’ 2020 cast as and when they leave the castle, with each film script based around the events that have taken place throughout the series.
The latest TV creative sees Tesco immersed in the ‘I’m a Celebrity’ journey, joining Camp mates at the Telegraph for their confessionals. Each reactive creative will show a celebrity talking to camera as is usual for the show, but this time it is to confess to a perceived act of naughtiness from their time in the castle.
The evolved creative marks the first time that a brand has appeared fully integrated within the show, with a Tesco tannoy replacing presenters Ant and Dec to reveal what delicious tasty treats are underneath the famous cloche.
Asim Chaudhry’s comedic voiceover in each 30” creative mirrors Tesco’s cheeky Christmas messaging for 2020, the theme of which is that, after the year we’re having, there is no naughty list and everyone deserves to have the best Christmas.
The talent-led creative, launching on Wednesday 2nd December with evictee Ruthie Henshall, is the most ambitious campaign from the Tesco and ‘I’m a Celebrity’ partnership yet, with the supermarket using replica sets to create the ultimate contextual campaign. The innovative approach required extraordinary collaboration between the show’s creators, Tesco, and agency partners to create relevant content within hours of Camp mates leaving the show.
Alessandra Bellini, Chief Customer Officer at Tesco, said: “Our Tesco Christmas campaign is all about encouraging the nation to forget about their minor naughty slip-ups because, after the year we’re having, we all deserve to celebrate this Christmas with the very best food and drink. With the I’m A Celebrity Campmates facing tough conditions, uninspiring meals and challenging trials, we wouldn’t be surprised if their behaviour in camp is less-than-perfect, so the partnership feels more relevant than ever.”
Neesha Taneja, Content Lead from MediaCom, said of the collaborative nature of the campaign: “Cultural relevance is at the heart of Tesco’s Christmas Partnership with IAC. The extraordinary speed, agility and collaboration between Tesco, ITV, MediaCom and our partners at Somethin’ Else has resulted in a truly contextual and humorous partnership which is a brilliant extension of BBH’s work on the ‘No Naughty List’s creative idea.”
Claire Heys, Creative Partnerships and Content Director at ITV, added: “Tesco’s brilliant ‘I’m A Celebrity...Get Me Out Of Here’ partnership is pretty much as fast paced as you can get. These ultra-reactive creatives will follow all of the most talked about moments from the series as they happen, and we’re pleased to be working alongside Tesco for a third consecutive year.”