From social media sites to radio conversations, office canteens to school playgrounds everybody’s talking about Christmas adverts, so our Marketing Account Director, Nicole Levings, has delved a little deeper into which ones are her Christmas crackers.
As a nation we’re now well accustomed to waiting for the inevitable explosion of Christmas adverts to appear on our screens. Will John Lewis out do itself again? Or will this be the year another brand steals its crown? One thing’s for sure, gone are the days of the Coca-Cola trucks signalling the start of Christmas!
Here are my favourite festive three and why I think they’re so effective.
1. John Lewis. The bear and the hare
A touching tale told in a way that’s simultaneously epic and understated, bolstered by a key music choice, making the soundtrack as important as the visual. In keeping with the precedent set over the last few years – it is free of the products you might expect to see – successfully focusing on ‘giving’ and the emotion behind that feeling. It’s not done Lilly Allen any harm either!
2. M&S. Magic and Sparkle
This is such a fun advert and the clothes are spectacular. It’s a fantasy treatment, which references Alice in Wonderland and the Wizard of Oz. It’s beautifully made as you might expect, with exquisite production values, but I’m not sure the sight of Miss Rosie Huntington-Whiteley floating along on a magic carpet in her underwear will appeal to ‘all ages’!
I also really like how the retailer has managed to create a campaign at a brand level and used it to produce a shorter, product focussed advert for their food offering. The use of music plays a huge part in linking these differing adverts together.
3. Sainsbury’s. Christmas in a Day
I have to include this one, as I love the rawness of this genuine documentary style ad. Crowd-sourcing people’s home movies to put this together must have been SO much fun!
You can’t help but smile when you watch this advert as you recognise all the familiar things you do with your own family. I especially like the look of horror on the woman’s face when she states, “you don’t like it!” and then rolls her eyes…we’ve all been there! Plus, who didn’t have a tear in their eye when Dad arrived home from serving abroad. Overall a completely genuine, feel good advert.
The great thing is, in 2013, consumers don’t have to wait a few days to see their favourite ad on TV again. They can rack up as many views as they like on retailers’ YouTube channels and share it via social media with their friends. Check out the viewing figures to date for my favourite three adverts below.
John Lewis – 9,051,098
Marks and Spencer – 905,647
Sainsbury’s – 503,363
What’s more, for the first time ever, this year social media has launched a handful of Christmas ads. Twenty four hours before John Lewis’ prime time Saturday night TV slot, a sneak preview appeared on YouTube, closely followed by Tesco’s advert which was premièred on Twitter. Proof that the great British public is no longer prepared to wait for the iconic Coca Cola truck to roll onto our screens to kick start the festive season!