The run-up to Christmas is a seasonal calendar event that, as a marketer, you either dread or dive headfirst into. With supermarkets stocking mince pies as early as October, the thought of organising Christmas plans hovers at the bottom of your to-do list and Mariah Carey’s “It’s Time” echoes across your social media feed, yet, as a marketer, nothing beats the thrill of the Christmas ad influx that now floods our timelines even before our Halloween pumpkins become redundant.
Unsurprisingly, November has arrived, and top brands such as John Lewis, Boots, and Coca-Cola have all rolled out their campaigns, officially kick-starting the festive season. So, let’s get into them!
John Lewis – Where Love Lives
One of the most anticipated, if not the most anticipated, Christmas advert has officially aired. With only a few days since its release, many are already questioning whether it has hit the mark this year.
This year’s John Lewis advert captures a heartfelt father-and-son storyline in a bid to win over audiences’ hearts and perhaps shed a tear or two. ‘Where Love Lives’, the title of this year’s advert, highlights the importance of finding the right gift when words don’t come easily.
While the advert may not radiate the usual festive joy, its storyline shines a light on the importance of love between two demographics that are often overlooked during the Christmas season.
With men’s mental health taking centre stage this year, John Lewis aims to show that even those who struggle to express their feelings can still find meaningful ways to show love to those closest to them, this festive season.
This year’s ad isn’t about glitz and glam. It may not appeal to the mass market, but judging by the comments, it seems to have struck a chord with its intended audience.
“As a 52 year old Dad with an 11 year old son, this properly got me. Well done John Lewis! You nailed it for me this year”
“Ooof as a Dad with a 14 year old son. This got me right in the feels.”
“I’m a 51 year old dad with a 19 year old son. I’ve watched this 5 times now. Cried every single time. Merry Christmas.”
Coca Cola – The Holidays Are Coming
Coca-Cola has again ventured down the creative route of AI, following a disastrous first attempt last year. This year’s campaign sees them partner with Secret Level for the second year running, with the ambition of showcasing an improved ad. However, unless you’re a Coca-Cola–drinking squirrel, this one might not be taking the top spot for you…
This year’s “The Holidays Are Coming” seems to target more of the animal kingdom than humans themselves, who merely play background characters in a few shots. But why? Considering the challenges many face in creating realistic AI-generated humans, could the lack of human presence suggest that even top companies like Coca-Cola still struggle to hit the nail on the head when it comes to AI creation?
Shelter – Christmas Appeal
For the fifth year in a row, Shelter has partnered with Don’t Panic London to create a powerful advert highlighting those facing homelessness or living in temporary accommodation this Christmas. As stated in The Drum, Georgia Stephenson, Associate Creative Director, explains that “the idea of being ‘on hold’ became the foundation of the film’s concept.”
Throughout the two-minute advert, viewers follow a schoolboy passionately trying to sing Total Eclipse of the Heart in and around his school environment. However, he is repeatedly shut down, until the film’s turning point, when he is seen using furniture to dance and sing on, reminiscent of how many children might perform freely in their own rooms. The uplifting moment takes a heartbreaking turn when he ends with the line “forever’s going to start tonight,” arriving ‘home’ to find his mother on hold with the accommodation services.
It’s a poignant reminder of the ongoing housing crisis and how over 82,000 families will face an isolating Christmas this year in rundown, deprived, and miserable living conditions.
Boots – Gift Happily Ever After
Where fairytale meets Christmas spirit, Boots have sprinkled some magic (and a touch of catnip) into this year’s advert to create a sparkly fairytale play on words… or should we say, a play on fairytale characters. In a bid to capture audiences, Puss sets off on an adventure through enchanting realms in search of the purr-fect gift.
With clever wordplay true to feline nature, this year’s advert sets the tone for a magical festive season and suggests there’s something for everyone at Boots this Christmas.
Barbour – Wallace & Gromit
It’s no surprise that Barbour has once again kept its Christmas advert a classic, and for another year running, they’ve delivered.
Following a typical Wallace and Gromit storyline, the advert introduces us to the ‘Gift-O-Matic,’ an invention created by Wallace. Throughout the film, Gromit, and the audience, are treated to all the impressive features the ‘Gift-O-Matic’ has to offer, including the ability to wrap presents, unwrap them, and even pull a Christmas cracker!
In this humorous film, while chaos unfolds at the hands of the machinery, we’re gently reminded that Barbour has Christmas covered.
Asda – A Very Merry Grinchmas
Asda’s star this Christmas is none other than The Grinch! Many of us can relate to him when it comes to the expense of the festive season, with “well pricey trees” and “spenny gifts” while we’re all feeling “quite low on dough.” But fear not, Asda is here to save the day.
Taking the money-saving route, Asda has tapped into the worries many will have this season, aiming to show that joy can still be found at Christmas thanks to their low prices.
While there was room to be more creative with this advert, it seems Asda has played it safe, hoping that The Grinch alone will be memorable enough to stand out amongst competing supermarkets. However, credit where it’s due, the makeup department absolutely nailed The Grinch.
Conclusion
Interestingly, over the last few years, we’ve seen a shift in the narrative of Christmas adverts, moving from purely showcasing products to selling stories. From human characters to animated ones, and now even AI. However, Coca-Cola’s recent backlash might suggest that while the marketing industry is rapidly embracing new technology, we’re not quite ready to ‘robotify’ our Christmas just yet. Consumers still want to be welcomed into the festive season through genuine Christmas spirit and heartwarming storytelling.
Stay tuned for part 2 of the Christmas ad round-up!
