Tag: Christmas Adverts

CURIOUS ABOUT CHRISTMAS ADVERTS

Christmas advert from Lidl

Even after the year we have all had, there is still something extra sparkly about Christmas. The tingle in your tummy as you think about the brief moments we will spend in our bubbles and how even with restrictions, we can all make the most of some much-deserved time off.

For those working in marketing, it is also an opportunity to watch the Christmas adverts and to look a little more closely at the brand campaigns that are creeping onto the screens of our multiple devices.

Christmas creative 

Usually the focus remains on TV when it comes to Christmas adverts. Which brands have spent the most money, and what will become ‘the’ advert of the year? There is usually a race to be the first to air and then the debate about the iconic moments that resonate and that we can all share.

For me, there was a very different start to my Christmas brand watch. While reviewing my Twitter feed, I came across a post from Lidl. It was a clear call to action that if you liked the tweet then you would be one of the first to see the advert.

This was a great idea and I’m sure that it took a massive amount of resource and effort on behalf of the PR team at Lidl to respond to all the posts and capture all the data. It was impressive and I wondered how it would work in practice.

A thankless tactic

A few days later, I received an alert to say that I had a direct message from Lidl. True to their promise, awaiting in my inbox was a link to the advert. And this is where Lidl took the fizz right out of my Christmas.

I sat wide-eyed waiting for the creative that would have me welling up and clutching at my heart as little people danced on stage or older people enjoyed time with family and friends. Would it focus on loneliness, good will to all men (and women) or another topic completely?

Well, it goes back to managing expectations. The advert was a blatant promotion of all things Lidl. Not even a veiled attempt, an all out ‘in your face’, ‘have it’ plug for all festive products in store.

Saved by a Christmas jumper  

Now, don’t get me wrong, there is a place for this and in some way I commend Lidl for being so forthright but don’t get people’s hopes up when you just want to flog your goods to them.

I was expecting something special, something exciting, something festive. All I got was a reminder of how great Lidl is and what they have instore. Truth be told, it’s only three days since I had been, so I was aware of what was on offer.

As a customer of Lidl, this advert did nothing to build my loyalty to the brand. The Christmas jumper that is now available and another blatant promotion did make me smile though. And perhaps that’s the point. Maybe Lidl have got it right. While brands are spending millions on festive ads that make us all warm and fuzzy inside, all we really need to know is what they have for us to buy.

When a Burger Beats you to the Top Spot  

In a world that is full of marketing messages, I quite like the idea that Christmas adverts look more towards themes and feelings that we can all relate to. Instead of pushing a product, I like to stand in the moment and that’s why my top spot for the Christmas advert of 2020 goes to McDonalds.

Great creative, excellent delivery and a message that mums and dads, aunties and uncles can appreciate and that will leave you wiping a tear and raising a smile.

McDonalds Christmas TV Advert

It’s not that Lidl got it completely wrong for me but that the tactics were overplayed. Getting someone excited on social will have them coming back for more. Not delivering on that promise will leave them wanting more. The two are very different.

I do hope that the next time the brand engages on social channels that the outcome of that campaign meets with expectations. I’m afraid this time around, it wasn’t the case for me.

For further details about Open Comms and how the agency could support your business to reach its ambitions, please email Lindsey at lindsey.davies@opencomms.co.uk or visit www.opencomms.co.uk.

CHRISTMAS ADVERTS 2019: WHICH FESTIVE OFFERING HAS OUR BELLS JINGLING?

Merry Christmas

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.

Relatability

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!

Creativity

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.