The 12 Ads of Christmas 2019
As an adult without any kids or nieces/nephews, the Christmas period now has about as much magic for me as what I'd imagine an extended holiday in Trabolgan would. Other than 12 pubs with your mates or parts of the day itself, it's hard to escape the feeling that the whole thing is now a massive spending spree from Black Friday all the way to the 24th.
If we don't feel bad enough about how much we waste money wise this year, we'll also be further guilt tripped online for the excessive levels of plastic this holiday season will produce. So much so my own mother has pledged to boycott Christmas crackers.
The cracker companies could be taking a hit but for many brands it’s business these last 6 weeks of the year can be make or break. With this in mind, companies big and small try to connect with their audience in an eye catching and heartwarming way. If not for a sales push, bigger brands use the time to make a strong branding or PR piece to resonate with consumers going into the new year.
Last year I wrote about how Iceland managed to break the internet with their ethical ad about “Rang-tan” and palm oil products. The ad made people think (if just for a week) about the damage that palm oil based products have on the Amazon rainforest. Generally however, less political ads that capture the imagination of children while cueing nostalgia for us less imaginative adults generally lead to success. Getting the whole thing wrong at such a vital time can also be just as memorable. Here's a countdown of 12 ads that for either good or bad reasons, have stood out this Christmas:
John Lewis
John Lewis are undoubtedly the king of Christmas ads. Every year they release their effort to massive fanfare and within minutes people either praise or slate it against previous ads. Last year's one featuring Elton John may have made me cry but I have to admit this years didn’t get me as badly
So I’m on the “Not as good as last years” side of the debate with the best ever being their 2015 Man On The Moon tear jerker. Overall this years one has all the elements of a great ad from the music to those little magic touches.
Sky - ET Came Home
Sky managed to connect with it's target market of younger families with their ET Christmas ad. Although ET is pretty much universal, the way they managed to cleverly retell the story with the original hero's now young family made it fresh for both adults and young children. The ads message of “Reconnect this Christmas” shows us that Sky is not just a television service, it’s actually the glue that connects your family (apparently).
Hafod Hardware
Nearly every year there's a £1 budget amateur Christmas ad that goes viral. It’s then picked up by online publishers who claim it's “better than the John Lewis one that spent X million to produce”. The ad is usually composed of a brilliant idea and a wholesome twist that brings the water works. The story of a son listening to his passed away mothers Christmas day recordings went everywhere in 2014 and started the trend. This year, Welsh hardware store Hafod Hardware has made all the headlines with their smartly devised #BeAKidThisChristmas ad
The Lidl Elves
With Aldi's Paul the carrot now doing duets with Robbie Williams, Lidl are desperately trying to catch up on the seasonal mascot game. The Lidl elves are now plastered all over TV and online and it seems to be working with people getting pictures with their cardboard cut in their shops. It may be piggy backing off the success of Elf on the Shelf but no doubt it’ll get kids on board. Can't say I'm a fan of them but they won't be too concerned about that
KFC Chicken Scented firelogs
If anyone was in doubt that America is the best country in the world, then this should confirm it. KFC 11 herbs and spices fire logs have been launched again this year in time for Christmas! “Ya can’t bate a real fire” these days but you can now if it’s also kentucky fried! The fact that they have no doubt had to include “please do not eat” on the packaging for legal purposes makes it even more American! This has gone viral and all jokes aside I’d genuinely love one
Peleton
Sick of seeing examples of “PC gone mad” on the internet? Look away now. Exercise bike company Peleton released their Christmas ad this year featuring a woman who gets an exercise bike from her partner as a present. The backlash was so big that it damaged their share price. Watch “The Gift That Gives Back” below and see if you think people may have overreacted
Aviation Gin
Ryan Reynolds has made a name for himself in the marketing world for the way he markets his Aviation gin. After the Peleton controversy gained traction online, they called up “Peleton Woman” herself and cast her in this brilliant reactionary ad - “The Gift That Doesn’t Give Back”. Very well played…
M&S Christmas Jumpers
Usually come December, M&S launch their famous pouring ads where cream or gravy makes love to our favourite foods while a seductive voiceover plays. This year however, they've added to this with a massive campaign focused solely on their Christmas jumpers. A weird concept but setting it to the classic tune “Jump Around” by “House of Pain” makes it an enjoyable one. It doesn't make we want to rush out to layer up with one though.
Walkers
If Mariah Carey's face could still move she’d have no doubt raised an eyebrow when asked to do this ad for the British crisp company. God only knows how much she was offered but they managed to get her and many people's favourite Christmas song involved. All this was to launch their two limited edition Christmas flavours - Brussels Sprouts and pigs in blankets (I'd rather eat a spiced orange Yankee Candle). Both flavours sound about as bad as Mariah does live these days so I'll stick to my leftover dinner and Tayto sandwiches come 8pm on the 25th.
Coca Cola
New takes on old classics are a common theme for Christmas ads. Coca Cola's ad this year is essentially a re-release of the classic “Holidays are Coming” ad which I’ve no problem with at all. The song and the iconic trucks are a big part of Christmas for those of us who would see the ads each year growing up. Versions of the truck also pop up at different venues in Ireland each Christmas and I'd be over like a shot if I got near one. They’ve also released a more unusual Christmas ad that strangely casts Santa as an immigrant.
Robert Dyas
This one isn't technically a 2019 ad but ever since it's release in 2015 it does the rounds on social media each December. It's hard to figure out whether it's a clever joke or if they're actually serious and that's what makes it so riveting…
Vodafone
This is my pick for 2019. It takes elements from all good Christmas ads mixing sentimentality, nostalgia and a throws in an adorable auld fella to guarantee the tears. It’s 30 seconds and perfectly captures all it needs to have that surprisingly strong emotional impact at the end. Every time it’s on I watch it again and is the stuff I’d dream of making when I was in college. Now instead, I write blogs about other people making them. Kinda the same thing surely?