Waitrose – The Perfect Gift
Whilst it might have been a longer wait than the rest, it’s fair to say Waitrose’s Christmas advert has not disappointed. Waitrose has broken all-time barriers and indulged audiences in a near 4-minute seasonal advert. Starring a pairing of an unlikely cast combination, Keira Knightley and Joe Wilkinson, who spend the advert falling in love.
Whilst the foundational idea of falling in love at Christmas is nothing that’s not already been done before, Waitrose manages to not only put their spin on it but still make the advert somewhat an original concept, probably not only inspiring sales this Christmas but also many romance-goers to go and hover at the Waitrose cheese deli.
Tesco – That’s What Makes It Christmas
This year, Tesco have taken inspiration from the many pitfalls we all face during the festive season, from generational arguments over Christmas dinner to awkward encounters with neighbours we see less often than it snows in London.
This year the supermarket chain, have left the pulling of the heartstrings for the other supermarkets to either smash or catastrophise and have decided to spotlight the disasters of Christmas… because that’s what makes it Christmas! However, not forgetting the bigger storyline, that the advertisers want us to take with us, is that Tesco will be there at the end of the day to help… or at least try to be.
The campaign, created by BBH alongside director Jeff Low, has been produced as a series of standalone films in various formats and will be accessible across social media channels, TV, and email.
Tesco’s partnership with social media channel LadBible, suggests that Tesco are aiming to target the Gen-Z and Millennial demographics this year.
Disney – Best Christmas Ever
In a combination of Disney magic and Christmas spirit, Disney have created another loveable character for us tear-jerkers to become emotionally attached to. Directed by the ever-evolving Taika Waititi, the advert taps into childhood creativity and the power of friendship. (Notably, it correlates closely with the upcoming Toy Story film. Whether it was this year’s advert storyline that hinted at it, or the Toy Story references sprinkled throughout, we’re only left to wonder.)
Initially set in a living room, exploding with Christmas, we’re first introduced to a young girl’s doodle, created on her wish list for Santa. However, Santa delivered more than just her Yoda Lego set and her Brother’s Woody toy, he also delivered on her unfinished Doodle, mistaking it to be a part of her wish list.
Out bursts a loveable animated character from one of the presents, instantly adored by the young girl, despite the doodle’s imperfection of not having a mouth. Throughout the film, we see the pair going for ice cream, blowing up inflatables, and going trick-or-treating. However, in each scenario we’re left with a sense of heartbreak when the doodle can’t take part — not only in the activities throughout the year but, most poignantly, when he can’t sing along with the carol singers, despite desperately wanting to.
It finally clicks for the young girl that doodle would like to have a mouth and therefore surprises him on Christmas day with a Mr Potato Head mouth.
The film then finishes off with the family and doodle riding the iconic spinning teacups in Disneyland feasting on sweets, popcorn and candyfloss but ends there before we see the realistic aftermath of feasting whilst spinning around…
Sainsbury’s – An Unexpected Guest
After the success last year, Sainsbury’s have included The BFG in this year’s advert, and despite this year’s campaign title, he’s not the unexpected guest. Instead the 48ft Greedy Giant is!
Throughout the advert we’re reliant on the Greedy Giant thief to convince us viewers that Sainsbury’s food is “tastier than human beans” and we should be heading on over to the supermarket chain for our Christmas shop this year.
Radha Davies, Sainsbury’s Marketing Director, said: “We wanted to capture a spirit of heartwarming nostalgia, with the energy of a great Christmas tale. We’ve translated that joyful energy into our new food range, which is designed to help families and friends create wonderful memories, with delicious, quality options for every taste and budget.”
The advert continues Sainsbury’s tradition of heart-warming storytelling, neither exceeding nor falling short of expectations compared to this year’s other campaigns but merely reinforces the familiar Christmas message: “Want to be ready for anything this Christmas? Ask Sainsbury’s.”
Marks & Spencer – Traffic Jamming
Continuing with their previous Christmas character, M&S have reprised Dawn French and her fluttering fairy companion for a Christmas tale as old as time… Being stuck in Christmas traffic.
Using her powers, Dawn French’s fairy companion transforms an M&S Food truck, who like Dawn, is unfortunately stuck in traffic. Humorously, once the truck has transformed, Dawn is seen to be darting through the standstill traffic in an attempt to claim first dibs on the excitement of M&S’s Christmas selection. However, Fairy questions Dawn on her selfish choices and her reluctance to let anyone else in. Before long, fellow traffic-goers are welcomed, reminding us of this season’s popular Christmas advert theme of sharing.
M&S Food do continue to stay a little more traditional in their advertising and use the advert time to showcase this year’s new selection arguably doing the most showcasing compared to other supermarket chains. From paella bites to battered fish bites, the M&S Food truck has all the heartwarming picky bits to even make sitting in traffic a little more enjoyable.
The advert also reinforces the brand partnership that Tom Kerridge has with the chain this Christmas due to his food showcase and then his humorous feature towards the end of the advert.
Overall, despite another year with the same mystical fairy, M&S Food have managed to tempt us in with their new selection AND hope we too might get stuck in traffic next to one of the trucks.
Conclusion:
It seems this year far more brands are hitting the advertising mark. Maybe because Christmas adverts have become much more than just another advert, here in the UK. They’ve become a cultural phenomenon to signify the start of the season.
Whilst the adverts themselves haven’t been to everyone’s taste, regardless, it seems each advert has hit the nail on the head with their intended audience. From rage to happiness. From joy to heartbreak. These Christmas adverts have got the ball rolling and kick started the holiday season into gear. Shopping, present and to-do lists at the ready everyone!
We look forward to seeing the rest of the remaining adverts!
