Reader, we are perilously close to the end of the year. Christmas day itself is a mere 17 days away. So if you haven’t already, make sure you’ve got your ham on order and your presents purchased. We’d hate for you to fall foul like we did last year with an empty handed and angry family who later were slinging balls at us like a prime Jofra Archer during our backyard cricket game.
But we digress.
Before the big day finally arrives, the Christmas season has other treats in store—namely, adverts.
While we started our customary wrap up of all the Christmas ads that matter—both good and shit—in the middle of November, we’re taking this chance to reflect on our favourites.
There’s no science at play here. No System1 data on ad effectiveness. These are just the ones we like and why, from all of us at B&T. Consider it an early present.
Tom Fogden, editor: Telstra, ‘Together is for Christmas’, Bear Meets Eagle On Fire and +61
“I thought this ad was great. It was interesting and different, eschewing the traditional Christmas ad tropes in favour of something altogether more modern and more Australian. At a time when it is easier than ever to produce identikit ads—let alone Christmas ads—Telstra and Bear Meets Eagle On Fire should be commended for doing something different.”
David Hovenden, editor in chief: Aldi, ‘Kevin the Carrot’, McCann Manchester
“There’s a lot to love here including its references to Love Actually, much like Waitrose’s ad. And that’s coming from a man who far preferences a brassica over root vegetables, and is not overtly partial to carrots wearing mankinis. As we know, there’s significant benefits for brands keeping their campaigns consistent over time to really build memory structures among consumers. But McCann and Aldi have kept this fresh. In a funny way, it almost reminds me of Rhonda and Ketut. Kevin and his antics have almost become pastiches of themselves and I think we need more of this kind of work.”
Arvind Hickman, features and analysis editor: Disney, Best Christmas Ever, adam&eve\TBWA
“Who doesn’t love a buddy story, especially one that is created by adam&eve\TBWA, the creative force behind many John Lewis Christmas ads. As a huge Toy Story fan, this ad really resonated with me. I loved the idea of kid’s squiggle being turned into a living toy missing a mouth, who is then gifted one by Santa. The film is fun, Christmasy and seamlessly weaves Disney assets throughout. It’s cute, memorable and makes me want to watch Toy Story… again.”
Freddy Stigell, reporter: Apple, ‘A Critter Carol’, TBWA\Media Arts Lab
This ad stood out to me for its whimsical and silly take on the holiday season. The handcrafted puppets made it feel nostalgic and like I was watching a scene from a children’s Christmas movie, rather than an Apple ad! The iPhone was perfectly weaved into this narrative, inviting me into a world of singing woodland creatures, rather than honing in too heavily on the product.
Oliver Cerovic, reporter: McDonald’s, ‘I’m Ruinin’ It’, Wieden+Kennedy Sydney
“Wieden+Kennedy Sydney and McDonalds have transported us back into the iconic Grinch film with this spot, which is why it is my favourite Christmas ad of the year. It’s funny, it’s unapologetically Australian, and even though it is clearly an ad, it feels like a scene from the movie.”
Mia Rogers, editorial intern: Walmart, ‘WhoKnewVille’, Fallon, Leo New York, the community, Contender, and Digitas
“Walmart’s ‘WhoKnewVille’ captures the magic and warmth of the Christmas season in a playful, imaginative way. By bringing the world of Whoville to life and following Mindy Lou’s quest to make her town’s Christmas easier, it evokes a sense of nostalgia and wonder reminding viewers of the joy in giving and the small acts of kindness that make the holiday season so special.”
