GM Thought of the Week: What’s Your Favourite Christmas Advert?
Over the last few years Christmas adverts have become an important part of the festive season and choosing your favourite has become a popular activity in the run-up to the holidays.
John Lewis have led the way over the last few years with their emotional and heart-warming ads, however this year there is stiff competition from other retailers including Sainsbury’s, Iceland and the beloved Heathrow Bair family. The bears are back and this year, rather than focusing on the love story of Mr Edward and Mrs Doris Bair, it’s all about the importance of family and coming home for Christmas.
Also this year we’ve seen a humorous tongue-in-cheek partnership from John Lewis and Waitrose. Waitrose makes fun of the much anticipated John Lewis advert, which this year is a bit of a departure from it’s usual fare of Monty the Penguin and co. Featuring the legend that is Elton John, it’s heartfelt and nostalgic, but in the Marketing Week survey of their reader’s favourite Christmas ads, it only ranked in fourth position.
Voted in third place is Aldi’s story of Kevin the Carrot, who finds himself in a bit of trouble as he delivers carrots. This is the third time Aldi have used him in their Christmas campaign and the cliff-hanger ending of the advert suggest there are more instalments to come, so viewers will have to keep their eyes peeled to find out his fate!
The number two slot was taken by the Iceland’s emotional partnership with Greenpeace that hasn’t made it onto the TV screens, due to advertising regulators banning the ad after it was deemed too political to broadcast.
My number one choice (along with the readers of Marketing Week) is Sainsbury’s ‘The Big Night’, created by ad agency Wieden+Kennedy London and directed by Michael Gracey, whose credits include ‘The Greatest Showman’. The advert sees a group of children at their school Christmas show. The main character is a little girl dressed as a star, who along with a cast of other Christmas characters, sings a rendition of the ’90s New Radicals’ song, ‘You Get What You Give’, as their parents watch.
Unlike what we have seen so far from other grocery retailers including Tesco, M&S, Lidl and Asda, Sainsbury’s 120” ad makes no mention of product or price, with the supermarket instead deciding to rely on the classic ‘feel good’ factor that’s typical of Christmas ads.