'Creepy' faces get the chop in new Clubcard campaign

Tesco has ditched the “creepy” and “terrifying” Snapchat-style imagery for its latest Clubcard ad campaign, following scores of complaints lodged with the ad watchdog back in March.

The first ad, by BBH London, showed a woman packing her shopping at the checkout as the Clubcard discounts flashed up on screen. As the Snap song I’ve Got the Power blasted out, the woman’s face was overlaid with a smiling filter.

However, within days, the Advertising Standards Authority had received 58 complaints about the TV spot, which had already been slated on social media.

While it is not known whether the ASA did launch an investigation, the supermarket giant obviously decided to quietly shelve the creative execution.

The new ad, again by BBH, is in a similar vein, showing customer stepping up with their weekly shop to then see their bill drop at the till. But they then burst into mime The Power track.

Tesco maintains the aim of the campaign is to show that the retailer is on its customers’ side, helping to bring down the cost of their weekly shop – and put a smile on their face while doing it.

Running across TV, print, radio and social media, Tesco insists the ad will stand out against the traditionally dry category of value-based advertising and promotional offers.

It rolls out across Europe in August and will run in multiple bursts throughout the year and into 2024.

BBH deputy executive creative director Felipe Serradourada Guimaraes said: “It’s silly, it’s in your face, and it’s unapologetically Tesco. What else do you need?”