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Tesco “Smile” 2016

Tesco “Smile” (2016) is a Tesco commercial for SapientNitro, produced by Rattling Stick. It won one award: Epica 2016 Bronze Communication & Public Services.

This ad shows all the things that can go wrong on a holiday, but Tesco Mobile will give you something to smile about.

Video: Rattling Stick on YouTube

Shot by shot

  1. A flight attendant walks down the aisle of an airplane, passing by passengers who look bored or tired.© Tesco0:00
  2. A young boy with blonde hair in a striped t-shirt holds a banana and yells excitedly while playing with a toy airplane on an airplane seat.© Tesco0:01
  3. A group of diverse young adults stand at an airport baggage claim, watching as their luggage, including an open suitcase with clothes spilling out, moves along the conveyor belt.© Tesco0:04
  4. A red car with luggage on its roof crashes into a toll booth, scattering items everywhere, while other cars pass by on a sunny day.© Tesco0:08
  5. A man in a Hawaiian shirt and shorts falls out of a hammock on a sunny beach, surrounded by palm trees and other beachgoers.© Tesco0:13
  6. A man with severe sunburn and a pale handprint on his chest looks at his reflection in a bathroom mirror.© Tesco0:16
  7. A man and woman lie awake in bed, looking worried and sweating, illuminated by a red glow in a dark bedroom.© Tesco0:20
  8. A close-up shot of an airport departures board, showing multiple flights changing from "ON TIME" to "CANCELLED" in red text.© Tesco0:21
  9. A family of four walks along a road with luggage, with mountains and fields in the background, under a bright sky.© Tesco0:24
  10. A man and woman in white robes relax on sun loungers by a pool, as a waiter serves them an extravagant tray of food and drinks.© Tesco0:29
  11. A man and a woman in white bathrobes look surprised while relaxing on sun loungers by a pool, with palm trees in the background.© Tesco0:32
  12. A group of people in white robes relax on sun loungers by a pool, while a waiter serves them food and drinks at a sunny resort.© Tesco0:34

Stills © Tesco. Made by SapientNitro and Rattling Stick.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Bad holiday experiences contrasted with good mobile service.

Tagline: “Smile, you're on Tesco Mobile.”

holiday mishapsunexpected twistproblem-solutionvisual metaphor

The cut

Length
40 s
Shots
22
Average shot
1.8 s

What creatives use Tesco “Smile” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Tesco “Smile”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A flight attendant walks down the aisle of an airplane, passing by passengers who look bored or tired.© TescoA young boy with blonde hair in a striped t-shirt holds a banana and yells excitedly while playing with a toy airplane on an airplane seat.© TescoA group of diverse young adults stand at an airport baggage claim, watching as their luggage, including an open suitcase with clothes spilling out, moves along the conveyor belt.© TescoA red car with luggage on its roof crashes into a toll booth, scattering items everywhere, while other cars pass by on a sunny day.© Tesco
    Frames from Tesco “Smile”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Tesco “Smile” in order, with its length, framing and what happens in it.

    A flight attendant walks down the aisle of an airplane, passing by passengers who look bored or tired.© TescoA young boy with blonde hair in a striped t-shirt holds a banana and yells excitedly while playing with a toy airplane on an airplane seat.© TescoA group of diverse young adults stand at an airport baggage claim, watching as their luggage, including an open suitcase with clothes spilling out, moves along the conveyor belt.© TescoA red car with luggage on its roof crashes into a toll booth, scattering items everywhere, while other cars pass by on a sunny day.© TescoA man in a Hawaiian shirt and shorts falls out of a hammock on a sunny beach, surrounded by palm trees and other beachgoers.© TescoA man with severe sunburn and a pale handprint on his chest looks at his reflection in a bathroom mirror.© Tesco
    Length: 40 s · Shots: 22 · Average shot: 1.8 s

  3. 03Ad ideas: every spot built on a holiday mishaps

    Before you present an idea, you need to know who has done it, and how.

    Tesco “Smile” is built on a holiday mishaps. Search the library by idea to see every spot that uses it.

    ORANGE France “Keep Christmas Wonderful”© ORANGE FranceWalgreens “Holiday Road”© WalgreensMcDonald's “Fancy a McDonald's Christmas”© McDonald'sOTTO “X-MAS”© OTTO
    ORANGE France · Walgreens · McDonald's · OTTO

More from SapientNitro

  • Lycra "Lycra Moves You" (2014) commercial still© LycraLycra “Lycra Moves You” 2014Dir. Philippe André · SapientNitroCreative Circle Gold 2015
  • Chrysler "Street Smarts: Sunroof" (2016) commercial still© ChryslerChrysler “Street Smarts: Sunroof” 2016Dir. Jordan Brady · SapientNitro

Award-winning retail commercials

Questions

Which agency made Tesco “Smile”?

SapientNitro created it for Tesco (2016).

What awards did Tesco “Smile” win?

1 awards, including Epica 2016 Bronze Communication & Public Services.

What is the tagline of Tesco “Smile”?

“Smile, you're on Tesco Mobile.”

Sources for the credits and awards

winners.epica-awards.com