Morph, Mr Motivator and Anneka Rice liven up new Tesco ad

While supermarket wars get nasty and the Brexiteers hijack nostalgia for their own purposes, Tesco has decided to play nice with a selection of joyful memories from the last few decades.

All-action presenter Anneka Rice, fitness guru Mr Motivator, clay character Morph, and the mods on mopeds from “Quadrophenia” all make their way round the aisles of Tesco, accompanied by Earth Wind and Fire’s “Boogie Wonderland” to keep things lively.

In the brutal world of supermarkets and retail in general, the “Prices that take you back” campaign succeeds in putting a jolly spin on a harsh business imperative — and even manages to make the 80s and 90s look multicultural and woke.

MAA creative scale: 7

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.