Tesco has hired family entertainer Des O’Connor to star in its Christmas TV campaign, designed to deliver a traditional Christmas with a modern twist.

O’Connor, the singer and entertainer, will perform the classic Christmas Song (Chestnuts Roasting), and Tesco will also sell his new album, Inspired, exclusively.

The ad will air at the end of this month. It features O’Connor in fine crooner mode, walking through a winter wonderland of Tesco Christmas offers, performing the song.

Tesco commercial director Richard Brasher said: “We are delighted to be working with Des. He appeals to all generations and sets the tone perfectly for the feel good Christmas our customers want this year at the prices they need.”

O’Connor first began performing in 1963 and has since been awarded a CBE. He said: “It feels like the time is right to celebrate the return of the romantic ballad and big swing sounds. Performing a traditional Christmas song as well for the TV ad has been great fun so I hope it puts a smile on people’s faces. I’m delighted to be doing this exclusive deal with Tesco – who’d have thought when I started out that one day we’d be buying our music with our mince pies?”

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