Tesco wants you to join the club

Most brits (unless you're still paying more for a meal deal out of pure, irrational spite), will relate to the inevitable defeat of finally signing up to a supermarket loyalty card scheme after years of senseless resistance.  

UK supermarket Tesco has playfully tapped into this exact scenario in this comedic campaign created by BBH, celebrating 30 years of its loyalty scheme, the one and only Clubcard.  

Whizzing us back through three decades of Tesco, Clubcard and UK popular culture, the spot, directed by Sam de Jong at Iconoclast, follows two sets of neighbours - one couple who signed up in 1995, and the other, our protagonists, who didn't. 

Over the years we see the two couples move through their lives, one pair reaping the rewards while the other misses out. As the neighbours claim bigger and better rewards over the years, the protagonists find themselves increasingly wondering if they should get a Clubcard too.  

The film covers three decades of trips, travel, theme parks and meals out - each scene sprinkled with British history and soundtracked by Darudeʼs iconic 90s banger Sandstorm - before the leading character finally gives in to FOMO and signs up for a Tesco Clubcard in 2025.