With the festive season upon us, it’s no surprise that our television screens have become host to an array of Christmas adverts.
John Lewis, Argos and M&S are amongst the first to share their ad’s, with the hope of igniting that magical feeling that Christmas brings out in us all.
But what makes a great Christmas ad? Well, I conducted a little research to find out what it takes to jingle the bells of those here at Open Comms.
Louise’s favourite is the offering from John Lewis.
Featuring Edgar the fire-breathing dragon and his unlikely friend, a little girl, the story showcases the pair’s enduring friendship. Despite Edgar’s many mishaps, which include burning down the community Christmas tree, the duo stick together and eventually impress the villagers by putting Edgar’s fire-breathing talents to good use – lighting the Christmas pudding.
All-in-all an uplifting tale, with a little bit of humour. However, the key, according to Louise, is Edgar’s relatability. He’s far from perfect and gets things wrong from time-to-time, just like the rest of us!
This year’s Aldi advert is a Christmas cracker once again – and it’s Lindsey’s favourite!
A little like Robbie Williams, Kevin the Carrot has experienced his yearly revival. If you haven’t seen it yet, think the Greatest Showman but with vegetables, and you won’t go far wrong! Kevin takes on the role of ringmaster while belting out a fantastically festive version of the Robbie Williams classic, Let Meee- eeee Entertain You!
Always a little unexpected, full of fun and creative genius – this year’s offering certainly doesn’t disappoint.
Lindsey also loves the fact that the brand chooses to build on the Kevin the Carrot story year-on-year, successfully bringing in current references to some of the biggest and most successful programmes of the year, while never failing to raise a smile.
But, the icing on the Christmas cake? The advert helps to raise awareness of Aldi’s charity partner, Teenage Cancer Trust. Now that’s real festive spirit in action!
An extra sprinkling of magic
McDonalds perfectly catches the magic of Christmas through a child’s eyes, capturing all of the innocence, imagination and emotion that makes the occasion such a special time of year – and it’s Nick’s advert of choice.
Following the story of a little girl, her ‘reindeer’ and the magic of make-believe, McDonalds has successfully brought to life the elements that make the season so special. Also, depicting realistic family dynamics, the brand has subtly positioned itself as an integral part of the Christmas period.
A surprising but truly endearing angle, this is certainly a top contender!
A touch of nostalgia
Sky is taking many of us back to our childhoods, and Fareeha is particularly impressed with the return of everyone’s favourite alien, ET.
With an especially mysterious start, this ad is definitely a departure from the usual Yuletide brand offerings. Re-visiting ‘Elliot’, who has now grown into a man with a family of his own, ET is introduced to modern life and festive traditions.
Appreciating the nostalgia and the opportunity to reflect on times gone by, Fareeha has placed the Sky advert at the top of her nice list this year.
A sobering message
I have to agree with Lindsey and Nick’s choices this year, Aldi and McDonalds have successfully delivered both entertainment and magic, capturing key elements that make Christmas an extra special time of year.
However, to add a further recommendation to the line-up, The Dogs Trust have put in place a fun creative but with a very serious message. Drawing attention to the fact ‘a dog is for life, not just for Christmas’, it makes an adorably cute but also incredibly touching contender for Open’s own, Christmas ad of the year 2019.
So, what makes a cracking Christmas advert?
Well, according to the Open team: relatability, creativity, an extra sprinkling of magic, a touch of nostalgia and an important message are the key components for our favourite festive adverts.
Which is your favourite this year?
To hear more of our opinions about his year’s winners and losers in the Christmas advert stakes, check out Lindsey’s review of retailer Argos and why she thinks it has missed the mark here.