Christmas Ads: The Jolly Good And The Turds
‘Tis the season to be jolly. And eat a lot. And blow your paycheck on a bazillion presents. And also the time when brands push just a little bit more to get customers in-store and buying.
Over the years Christmas ads have been scrutinised, cherished and often eagerly anticipated.
Senior strategy planner at Clemenger BBDO, Graham Alvarez, says a Christmas campaign needs to do two things. “First, the brand is built into the Yuletide story, rather than bolted on,” he says.
“Too many insightful, beautifully crafted spots are let down by having the product as a tangent to the story or as a token pack shot. These are great at selling the emotion around Christmas rather than the brand itself. Which leads me to the next thing they should do: they’re charmingly, rather than shamelessly, commercial. Sure, all Christmas campaigns have one objective – make people buy stuff – but if you’re going to cash in on this time of year, at least do so with a sense of charm.”
Here is a round-up of ads from Christmas past and present brought to you by some of adland’s finest.
1. Sainsbury’s
M&C Saatchi’s creative director Andy Flemming doesn’t beat around the bush. He fucking hates this ad.
He says: “Apparently Christmas in the trenches of World War One was rather lovely, with a light dusting of sugary snow, a cheeky Robin and a whole bunch of attractive ‘Chariots of Fire’ types playing football instead of shoving bayonets into each other. Well, that’s according to the Christmas Sainsbury’s commercial.
“I’m sure slowly dying in the deep, cold mud in a mustard gas attack would have been made infinitely more bearable knowing that it would be used to sell puddings and fags by a big shop on its hundredth anniversary. A great uncle of mine died in the trenches so Sainsbury’s can, you know, go fuck themselves. The Coke and Pepsi vending machine fillers swapping drinks in a snowy truck stop was a great Christmas ad – and they’ve been at war for decades.”
2. John Lewis
“John Lewis has set a tradition in the UK for their Christmas spot,” says David Fox, CEO of Ogilvy. “It has become a cultural icon when it comes to Christmas and people wait for it, share it and discuss it online. It’s what we all hope to do – build anticipation around a brand’s consistent delivery of a magical movie for a magical time.”
This year’s ad with a boy and a penguin, below, saw lots of ‘awws’ resonate around the interwebs.
However Fox’s favourite was last year’s ‘Bear and the hare’.
3. WestJet
“WestJet got it right last year with their ‘Christmas Miracle’,” says DT’s freshly minted executive creative director Jerker Fagerstrom of the airline’s Canadian spot.
ECD of Isobar Australia, David Budge agrees the airline had it bang on in 2013. “I’ve always thought the ad/stunt was pretty great. Giving free presents is, of course, an easy feel good thing and is very Christmassy. But they told a good story while symbolising all the things that an airline should do well; logistics that seem almost magical, the latest technology, and a personalised touch.”
However they haven’t always been executed as well, says Fagerstrom. “The year before it felt slightly awkward…”
“…and this year I fear they are overdoing it. What was honest and straight forward last year is unfortunately coming across as forced in this year’s execution.”
4. Harvey Nichol’s
Clemenger BBDO’s Graham says the best campaign this year for him is Harvey Nichol’s ‘Could I be any clearer?’
“A wonderful insight – we all get presents we’d rather not each year – is delivered with levity. Poor Aunty Val, with the brand presented as a wonderful solution to this predicament. Well executed, and the user experience online where you can create your own card is a bit of fun as well.
“Reading some comments about it, the main criticism seems to be it not quite living up to the standards of last year’s Cannes-winning ‘Sorry, I spent it on myself’ campaign. But I think that’s the equivalent of not liking Django Unchained because it’s not as good as Pulp Fiction. This is really nice work. Well done.”
DT’s Fagerstrom is also a fan of the Harvey Nichol’s work, with the previous year’s being a favourite. He says: “’Sorry I’ve spent it on myself’ is obviously a masterpiece, everything from the human insight to the craft throughout the whole campaign. Benchmark stuff.”
5. Myer’s Christmas Angels
This ad tugged at JWT’s general manager Nick Muncaster’s heartstrings. He says: “I am a self confessed terrible shopper when it comes to Christmas gifts. So in 2011 the Myer Christmas Angels campaign really hit the mark for me. A wonderful insight that spoke to the masses of overwhelmed and best intentioned but clueless buyers.
“It had a number of entertaining executions that made me smile by recognition of my own shortfalls. However more than that it was a creative idea that flowed through to the in store experience. Those incredible angels made the Christmas gifting process easy for me but importantly highly enjoyable for the recipient. Because to a 15 year-old nephew or a best friend’s seven-year-old daughter unfortunately it’s actually not the thought that counts.”
6. Ebay
Ebay’s ‘Give a toy’ campaign is another that creatives give the nod to. DT’s Fagerstrom says: “How they took their store from online to offline and made it so easy for people to give a little something to someone for who it meant the world. And that window display looked really fantastic and great fun.”
7. Zaffari
Growing up Brazil, Huckleberry Agency’s creative director Carmela Soares says she always looked forward to supermarket chain Zaffari’s ads. “Their ads were always beautiful stories – not just about Christmas or presents, but about being good people.”
http://youtu.be/zmiHEkMfpvw
Please login with linkedin to comment
Advertising Standards Bureau Big W McGuigan Wines Pepsi MAX YouTubeLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.