The UK’s largest supermarket has gone with a Back to the Future-influenced advert, with driver Joel accidentally being sent back to make special deliveries through the years, including to Winston Churchill, 1980s game show Bullseye and even a rave.

The 90-second advert will debut tonight during I’m a Celebrity… Get Me Out Of Here. As part of the wider campaign, there is also a 60-second spot, two 30-second ads and a number of 10-second, food-focused, spots.

The wider campaign will comprise TV, press, outdoor, radio, digital, social, in-store, PR and experiential, and has been created with advertising agency BBH London.

Tesco has also partnered with ITV, Sky and Channel 4 to get driver Joel on to various shows in the run-up to Christmas for the first time.

Tesco chief customer officer Alessandra Bellini said: “2019 marks 100 years of Tesco helping families up and down the country celebrate Christmas. With the help of a delivery van, a cast from across the decades and a little bit of magic, we’re telling that story.”

Creative director at BBH Tom Drew said: “Tesco has been helping the nation deliver Christmas for 100 years. That’s pretty magical. We just needed to add a little sparkle to the story.”

Tesco has launched its festive advert offering, featuring a delivery driver and a trip through the years as the retailer celebrates its 100th Christmas.