The Tech Firms Changing TV Advertising in 2018
Christmas has come and gone, so it’s time to review the efficacy of the big brand’s Christmas adverts.
Because, when it comes to Christmas ads there’s always the good, the bad and the downright ugly. Big money is spent to ensure brands don’t land in the latter category yet there are always winners and losers in the festive TV race.
Last year, Warburton surprised us all by providing a bit of light relief amongst all the melancholic adverts. Capturing the nation’s wish for a bit of comedic relief, Warburton’s Muppets advert was crowned 2015’s advert most likely to drive a purchase and that was for a Giant Crumpet.
The award was not just for Christmas adverts but the entire year, which makes Warburton’s success even more impressive. Less impressive was the fact that the usual behemoth of Christmas adverts, John Lewis only managed tenth place with their rather emotive, Man on the Moon.
Looking back on 2016, we’re predicting that the public will have once again elected for comedy over emotion. But, then again, Trump, Brexit and Honey G suggest that there’s no use predicting what people will or won’t like…
The Losers 2016
Sainsbury’s The Greatest Gift
James Corden may have shot to fame in the USA this year with his carpool Karaoke skit but his voice isn’t particularly endearing in this advert.
Corden aside, this advert is the same length as The Revenant and even the chirpiest Christmas Elf would struggle to stay awake for the story of a man who’s Christmas is ruined because of a delayed train. Maybe, if he’d been attacked by Apaches, mauled by a bear and then avenged his son’s death we’d be more interested.
The Inbetweeners
M&S Mrs. Claus
Personally, I think this one belongs in the winners category but have created The Inbetweeners section because of a tongue in cheek summary from The Guardian which seems rather fitting. In fact, we rather like the storyline compared to previous M&S adverts but not quite as much as this succinct evaluation…
“Mrs Claus gets in a helicopter and hand-delivers a present to a girl. Then Santa gets back, asks how her evening was and she smiles to herself because she mistakenly believes that delivering one present to one person requires the same amount of planning and effort as delivering billions of presents to literally every child on Earth. And there’s a reason why Santa doesn’t use a helicopter, Mrs Claus. It’s because fuel is expensive and margins are tight. But no, you had to go and hog some of the limelight for yourself. Don’t come running to me when the final demands come rolling in.” – The Guardian in reference to M&S’ Christmas advert 2016
The Winners
John Lewis
John Lewis learned their lesson from last year by providing a more light hearted spectacle this time around.
Just based on this adverts ability to drive a purchase it is likely to outperform last year’s sombre Man on the Moon offering.
Still, we’ll leave it to the Great British public to decide whether it is as magical as Monty the Penguin or The Bear and the Hare.
Boots
Boots haven’t done anything revolutionary with their advert and it smacks a little of something Dove would do but it managed to melt this heart of stone a little.
With half a million women working on Christmas, Boots decided to give away free makeovers to some of those working and put on a night they could spend with their family.
My criticism – they didn’t offer all half a million a makeover. Apart from that, it’s not half bad.
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