Rising anger at our politicians amid an economic crisis may not sound like the most promising basis for a supermarket ad. But Tesco has gone there anyway.

The 60-second ad was inspired by Tesco data showing 87% of believe brings joy, with a third it is more important this year than ever. The ad opens on the snowy landscapes of Britain, with the opening line ‘Britain, there's a joy shortage', a not-so-subtle reference to recent news events. We're then told that Tesco has formed ‘The Christmas ' to help the nation to stand up for joy this Christmas, and people take to the to remind us of all the elements of Christmas that bring joy, including party food, of course.

The tongue-in-cheek concept was developed by Creative Director and Creative team and Callum Prior of and directed by from production. The TV ad comes in a 60-second version and is set to the soundtrack of The Final Countdown by Europe. The campaign comprises TV, press, OOH, radio, social, in-store and PR.

The Christmas Party | Tesco

Everyone could do with a little more joy this Christmas. That's why we at Tesco have formed The Christmas Party to help. To pledge more pigs-in-blankets, more hats on dogs, and, most importantly, more for your money. #StandForJoy

For more joy visit Tes.co/Stand-For-Joy Love Actually © 2003 WT Venture LLC. All Rights Reserved.

Terms and conditions: Drinkaware 18+. Available in the majority of larger stores and online. Clubcard / App required. Delivery charges may apply. Chilled party food only. Cheapest item free. Ends 02/01. Tesco Finest Mince Pies 6 pack. Clubcard Price £1.12, regular price £2.25. Ends 21/11. Dinner for five consists of eight specific frozen products together totalling less than £25, product details at https://tes.co/frozen-Christmas-dinner. Excl wine.