The new Tesco ads are currently confusing me greatly. They feel like an attempt to move the brand away from being a big corporate monolith; and back to a family friendly name for difficult times.
The problem is, it doesn't really work. It feels like its going backwards, and not in a brand heritage kind of way. They have scrapped the hugely succesful 'bing' dot brand cue, and the Every Little Helps line now suddenly seems irrelevent to the ad; leaving you with this lacking piece of cultural observation that actually feels more corporate than a sarcastic dot.