Christmas Adverts - Festive Magic
Christmas is a time of joy and celebration, and for many people, a big part of Christmas is awaiting the annual John Lewis Christmas advert, and seeing which other ones take them by surprise. These adverts are designed to evoke feelings of warmth and nostalgia, and aim to entice viewers to engage with their brand in the festive season.
How did this become such a big event? And how did John Lewis become so well known for their Christmas ads?
The company have been running Christmas ads on TV since 2007, but their first big hit came in 2011 with ‘The Long Wait’ and the advert certainly became extremely anticipated every year after 2013. Lily Allen’s cover of ‘Somewhere only we know’ by Keane hit Christmas number one, with the heart-warming story of ‘The Bear and the Hare’ capturing the hearts of the nation. Their adverts have become known for their heart-warming messages and have become staples of the Christmas season.
Other brands have since tried to jump on the Christmas ad trend, with varying degrees of success.
One of the originators of Christmas ads was Coca-Cola, with their iconic ‘Holidays are coming’ advert. It features the famous red Coca-Cola truck driving through a snowy landscape as it spreads holiday cheer. The ad is known for its catchy soundtrack which has become associated with the festive season.
In the modern marketing sphere, supermarkets and other brands have taken differing approaches to attract consumers to engage with their brand at a time when people tend to splash the cash more than at any other time of the year.
From talking carrots to This Morning presenters and general family get-togethers; no approach is the right approach. However, the TV Christmas TV advert competition is certainly one to take inspiration from for aspiring marketers.
Apart from John Lewis’s tear-provoking masterpiece again this year, a brand that has stuck out to me is Asda. They have used Will Ferrell as ‘Elf, utilising key quotes from the famous Christmas film in the supermarket. Certainly wowing the nation as it was an unexpected special guest in their festive advertisement. The supermarket chain will definitely be attracting a younger audience, and showcasing themselves as more of a family brand by using the family favourite film, will help entice customers to engage with their brand.
Positive reactions to the video include: 'This is the first ad I’ve voluntarily watched in years all the way through. Well done Asda and it’s not a bad shop in the main.' So, this positive feedback shows that they are doing something right!
Another factor that could interfere with the magic of annual festive TV adverts is the introduction of social media platforms such as TikTok. The attention spans of the younger generations are shortening by the day it seems, so creating long-form advertisement may end up being an archaic way of projecting your brand into the festive spotlight. It is not an immediate problem, but certainly something to keep an eye on.
Overall, Christmas TV adverts are a great way for companies to connect with their customers and spread holiday cheer, and they are an integral part of the festive season for many people. Whether you are a fan of the John Lewis Christmas adverts, or are driven by the nostalgia of Coca-Cola, these commercials are sure to put a smile on your face and get you in the holiday spirit.
What is your favourite Christmas ad this year?
