Battle Of The Christmas Ads

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.

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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!

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Here’s the low down on Brand Watch’s top 5 Christmas Ads of 2018;

  1. 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.

  1. Iceland

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.

  1. Sainsburys

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.

  1. Aldi

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.

  1. Heathrow

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!

Lidl

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Iceland (ouch)

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Poundland

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eBay

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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.

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Who will get your vote this year?

Megan.

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/

A Year In The Real World

Here it goes, first blog and I don’t really know where to go with it but I’ll start by saying I’m currently writing this to avoid thinking about the dreaded dissertation! Week 4 and I still don’t know what I’m going to write 10,000 words on, surely I can’t be the only one?

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Rewind to March 2018, a second year student competing with hundreds of others for an opportunity to take a year away from studying and get a taste of what it’s like to work in ‘the real world’. At this stage in the year many students have already secured their placements but me being me I put it off until almost the last minute. May quickly came around and I finally bagged myself a few interviews, only to be rejected! At this stage I was talking myself into forgetting about doing a placement year and moving straight into final year, sure it would mean graduating a year sooner than expected and being done with Uni, that doesn’t sound too bad? (or so I tried to convince myself)

The summer had well and truly started and I still didn’t know where I was going to be come September, meanwhile others in my class had already started their jobs, I spent the next 3 weeks checking my emails about 30 times a day hoping Conor would send a job ad that I liked the look of. To spare you all reading another paragraph of invaluable information about my hunt for placement, my lucky day came and after a successful interview I was offered a 12 month post with Tourism Northern Ireland, yay! So don’t panic, even if you think you have left it too late you still have a chance to get a good placement.

Day one, the 17th of September and as you can imagine I was as nervous as I had ever been, I was a student with no experience, how am I going to know what to do? What if they expect too much of me? What if they don’t like me? What if I don’t like them? How am I going to get up at 6am every morning for the next year and travel 45 miles to Belfast!?

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First things first, if you are planning on taking a placement year I would HIGHLY recommend applying to Tourism NI, I couldn’t have asked for a better organisation to spend a year with. I joined the Social and Digital Marketing team and although I am studying a mainly PR focused degree I wanted something a little more marketing related, so this was perfect for me. Therefore if you can take anything from this, don’t limit yourself to what you apply for, if it’s not exactly what your degree title is and you think you could do it and meet the job requirements then go for it!

The team I worked in covered so much including looking after the Discover Northern Ireland website, consumer facing social media channels, digital partnerships and influencer marketing, data feeds, email marketing and visitor information along with all the general day to day admin. I think it’s fair to say that I got an excellent all round experience of all things digital marketing.

I had a lot of great experiences working with TNI but the highlight of the year has to be getting the opportunity to be involved ‘A Major’ (excuse the pun) sporting event in Northern Ireland. Unless you were living under a rock you will be well aware that The 148th Open was held at Royal Portrush in July and I got to spend a few days working in the TNI Marquee at the event – Not even our lovely Northern Irish weather could put a dampener on this!

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I have 3 top tips for anyone who decides to do a placement.

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  1. Network, Network, Network! You will come into contact with many people and other businesses throughout your time on placement so build as many relationships as you can with these people as you never know when these connections could be useful in the future.
  2. Don’t be scared to ask questions! We all like to pretend we know everything and don’t need any help, but the most important thing is if you are unsure about something no one is going to punish you for asking a question. After all a simple question is so much easier than putting extra pressure on yourself and trying to figure it out alone (This is something I wish I got into my head a lot sooner than I did).
  3. . Enjoy your year, take every opportunity and make a good impression.

Finally, after contemplating not taking a placement year I can now say I am so glad I did and I had the best year with Tourism NI. I would encourage everyone to take advantage of the opportunity of doing a placement year as you will gain invaluable experience and meet some great people along the way. If you’re lucky enough to get into TNI, I hope your experience is as successful as mine was!

Back to thinking about the dissertation for me…

Megan

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/