The shelves are stocked with mince pies and Mariah Carey is playing throughout the supermarkets but there’s nothing that says the holiday season quite like the battle of the Christmas ads. Halloween is over and just like that the festive advertisements, flood our TV screens. I think it’s fair to say that Christmas ads have now become an integral part of our Christmas.
We wait with anticipation to see what extent our favourite retailers and brands will go to, to be crowned Christmas advertisement of the year, but what actually makes a good Christmas advertisement? Tear jerkers? Humour? Tradition? Celebs?
One thing for sure anyway, a lot of money makes a good campaign… BBC reported that last year these industry giants spent a record breaking 6.4bn on festive advertising. Wow!
Here’s the low down on Brand Watch’s top 5 Christmas Ads of 2018;
- John Lewis (no surprise here)
John Lewis never fail to impress us, they are a strong contender for the best ad every year and you can be almost sure that before it’s even released it’s going to be a good one. It was reported that they spent 1 Million pound on the masterpiece. I think they’ll find it hard to top it this year.
Ranked the most powerful Christmas ad of 2018, and probably one of the most talked about and shared on social media, after being banned from TV. Iceland pulled at our heart strings by showing the devastating effects of palm oil plantations and a tale of how an orangutan lost its home and family due to deforestation. To say it was controversial that this got banned is an understatement, hence why it was shared so widely on social media.
This was a personal fav of mine from last year. Bringing out the fun element and showing kids having ‘The Best Night’ at their school play. This ad generated the most positive reactions on Twitter.
It was the return of Kevin the Carrot for Aldi, we watched in anticipation as Aldi piggy-backed on the Coca-Cola ad, with Kevin on the road doing some deliveries in a very similar style truck to that of the iconic red Coca-Cola one. Aldi very cleverly got us all talking about their ad by leaving it on a cliff hanger.
Heathrow brought back the beloved bears for what made a touching festive story that warmed our hearts.
So what’s the secret to having the most effective Christmas campaign?
It can be said that the most successful Christmas ads are the ones that take us on a journey with them. This is probably why John Lewis were crowned last year’s best, as they took us on the journey of ‘The Boy and the Piano’ we watched Elton John grow from a young boy who received a piano from his grandmother as a Christmas present, into a music icon.
Some Christmas ads have been slammed in the past for pushing products and not focusing on the Christmas spirit, but after all the main purpose of an ad is to increase sales and get people through the door, right?
Every year we see these brands very cleverly battle it out on twitter in response to each other’s ads and last year was no different with plenty of ‘keyboard warriors’ creating parodies of the John Lewis Ad. We all like to see a bit of friendly banter between rivals. Round of applause for the creativity of these!
Oldies but goldies…
Is there still room for the classics or is it time for them to up their game?
Personally I love the classic nostalgic ads.
I think it goes without saying that the all-time favourite traditional Christmas ad has to be, Coca-Cola ‘The Holidays are coming’? It is definitely mine anyway! The iconic red truck first graced our TV screens in 1995, and every year since we have tuned in to watch its return. Research carried out by the Advertising Association actually found that ‘The Holidays are coming’ was voted the best song to be played in a Christmas Ad.
Who will get your vote this year?
Megan Carton is a final year Bsc Communication Management and Public Relations student at Ulster University. She can be found at LinkedIn: https://www.linkedin.com/in/megan-carton-351485182/