One of Britain's top festive highlights splashed out for the cameras in Tenby on Friday.

Around 90 brave bathers took to the water off the town's North Beach as the Tenby Boxing Day Swim was re-created for a television advert.

Supermarket giant Tesco is featuring the famous swim as one of several seasonal scenarios in its forthcoming Christmas ad.

A casting company assembled a crowd of local 'extras' who were each paid £90 to take part in the shoot.

They took the plunge in a variety of costumes and were joined in the water by an excited dog who added to the fun of the occasion.

The Tesco advert featuring Tenby is the latest in an impressive string of television appearances notched up by the resort in recent months.

The resort has featured on Grand Designs, Don't Tell the Bride, Mayday Mayday and Ironman Wales, as well as the four-part 'week in the life' series Tenby 24/7.

And the welcome publicity has inspired the fancy dress theme of 'Tenby on TV' for bathers taking part in the actual Boxing Day Swim.

This year, the Tenby Sea Swimming Association, which stages the swim, is raising money for Pembrokeshire Cancer Support; bereavement support charity All-Pembrokeshire Cruse; the Welsh domestic abuse charity, Hafan Cymru and the Tinker's Hill Bird of Prey and Swan Rescue Centre.

Swimmers can also collect for their own charities and good causes, and everyone is urged to get themselves sponsored.

For more information and to download a sponsor form, visit http://www.tenbyboxingdayswim.co.uk">www.tenbyboxingdayswim.co.uk or the swim's Facebook group.