it has been a while, I do apologize! Too many projects, so little time.. I do not want to complain but I am sorry
that I neglected you so badly. 😉
X-mas is approaching in big steps and probably we are all still overwhelmed by work and not even thinking about X-mas yet. The big brands do and the yearly battle has started already.
Ready for some X-mas mood yet – even when it feels a bit early? Come on, read on, am sure, you want it, too!
Again, there is no (new) film for Coca-Cola this year which is worth to mention. I might be slightly biased, but I think it is a pity as Coke literally incorporates X-mas for me. I do wonder why they risk giving away their territory so easily to be willingly outpaced by so many other brands – brands we probably all did not have in mind before when thinking about X-mas.
Anyway, I start with the absolute classic which is, of course, the John Lewis Ad. As always, they
succeeded to surprise: this year by using a famous testimonial with a heart-warming story. The story is about the power of a gift. And how that gift
inspired, changed and influenced the course of a little boy’s life. That little boy just happens to be no one less than Elton John.
They started in SoMe and the Oxford Street flagship has also dropped the 'Lewis' from its store front, so it simply reads 'John'. All in all, a great ad with very positive comments.
I am a bit indifferent: no question I think it is a great ad, great message, great music. But still I am a bit disappointed that they used a famous testimonial this year as this makes it too easy for me. Hey, we are talking John Lewis here! The ones who were able to move millions and millions of people by great stories 10 years in a row with absolute unknown featured main casts or figures. But maybe I just want to find the needle in the haystack here and should just enjoy the ad as it is. I keep my mouth shut!
Waitrose smartly picked up the hype around the John Lewis ads. Made me giggle – and yes, even when it is a
hard-selling spot, too.. Of course, it is about the selling of their Christmas food products, i.e. like Stollen as they are “Too Good to Wait.”
How are they able to poke John Lewis in such a way? Taadaa, Waitrose is the sister company of John Lewis, and guess what? They both use the same advertising agency, Adam&Eve/DDB in London. Funny.
The supermarket chain Penny was also very early this year. X-Mas does not need much, only love. A message told in a nearly heartbreaking way to remind us that not everybody is as fortunate as we probably are. Funnily also underlined with an Elton John cover song, as if they knew… 😉 From my pov a nice ad, I struggle a bit with Penny as the sender but anyway, a very good first move as I can’t specifically remember previous X-mas spots from Penny but will certainly remember this one.
Obviously “Love” is a topic which matters this year for X-mas as not only Penny jumped on that topic. Surprisingly, as generally X-Mas is “The feast of love” but apparently not always picked up as an insight. Like Penny, also Lidl features that love is the only thing what really matters with the call-to-action that we should act upon. Do I like it? Hmm, I am not really convinced, find the ad too long and it did not really grab me – however that is whining at a high level! Lidl proved in the last years to be a really strong player in the X-mas ads competition anyway.
Less celebratory is the X-Mas ad of Aldi in Germany this year. However, it made me laugh big time and made me immediately think of my family X-mas, what we plan to eat and how cosy it always feels to have a full fridge. Filmed in a very appealing way it does not come across cheesy, at least not for me. Yes, it is nothing about higher motivations such as love and happiness – but, hey we are talking of a supermarket chain and they do want you to do all your X-mas shoppings at their shops. And I think that is communicated in a charming way, you can get everything you want for your Xmas meals at Aldi. I like it!
You might understand what I mean with “charming” ad in an unobtrusive way when you watch the next example: Amazon is the complete contrary. For me it does not transport a Xmas feeling at all, I find it very commercially and uninspiring. Even the music annoyed me and did not lift me into the X-mas mood. What do you think?
I liked the campaign of Zalando much better. Launched in 17 countries, the message “X-mas never out of fashion” clearly is close to their business and that in a very simple, celebratory way. Btw – what will I wear for X-mas this year? See…it works!
Like Penny, the brand Apple also released an animated film for their X-Mas campaign – and I think it is loooovely! Although nearly three minutes long it is really engaging and kept me watching it to the very last second and left me with a smile. “Share your gifts” is a nice message – but yes, as mentioned before brand linkage to the message is a bit far-fetched like in many of the other high emotional X-mas commercials, too. It just serves the purpose of paying into brand image, I think. Fair enough!
A very different X-mas commercial comes from Ikea Italy this year. It starts cold and distant and you might think, really? How can this turn into a x-massy ad? But it does end in a heart-warming way. Cheesy? Yes! But I liked it and thought it was a great way to stage all of the Ikea X-Mas products. As much as I like X-mas commercials like John Lewis – in the end it is all about selling products. To bring that hard-selling aspect across in a charming way, is way more difficult! Judge yourself.
Still missing is this year’s X-mas campaign of Edeka but until now it is not released yet. But when I achieved it to
bring you into the X-Mas mood already before the first advent, I am sure you will keep your eyes open to make the most out of it and remain in the chilling X-mas mood…
Enjoy – and have a happy X-mas all! Until next year – may it be a magnificent one.
All the best,