What’s the sound? Could the trucks be heading over the hills already? Well, we’ll be darned. Guess it’s time for another battle for the King of the Christmas ad!
Yep, it’s the most wonderful time of the year.
A time when brands spend millions to convince us to buy things we probably don’t need, and our family members almost definitely do not want. Doesn’t it make you feel all warm and fuzzy inside? No? Well, maybe this blog will help. Or maybe it won’t.
So, let’s take a look at which Christmas ad is hot, and what’s got Santa mopping his brow at how far we’ve strayed from his festive light shall we?
Spoiler alert: some of these ads may just thaw an icy cold heart…
John Lewis – the same old song
This year, the folks over at JL have stuck to the script, giving us another tear-jerking, saccharine tale of the true gift of giving that’s set against another angsty indie balled. Yawn. We get it guys: Christmas is about connection, family, and expensive cashmere, bla bla blaaa. But just once can’t you show us a chaotic singleton waking up at midday with a kebab, or Aunt Marge throwing the trifle at the wall after three sherries?
All jokes it aside, the concept is cute. Mixing a bit of childhood nostalgia with millennial angst, and the décor is très inspiring. There have however been a few grumblings around the editing style. With some viewers expressing confusion over the narrative. This is all subjective of course, but it does raise a valid point. When putting together any kind of promotional video, always ensure the storyboard has been checked, checked and checked again that it makes sense. If you’re not sure where to start, we know a few people who might be able to help.
Marks & Spencer – Fairytale of Great Britain
No, this isn’t a review of Dawn French’s reprise of Jennifer Saunders Shrek-Fairy-Godmother. That is, of course, the food arm of the business darling. This year, it is the Clothing & Home department of M&S that’s caught our eye. Lacking an all-star cast and fairytale inspired animation it may be, but pizazz and sparkle it is not.
With a thumping 70’s inspired soundtrack, disco sequins, and a Tony Manero strut to match, not only did you have our curiosity M&S clothing, you now very much have our attention. For those wondering what can be achieved when you have less budget and resources allocated to you than other departments, this Christmas advert is a masterclass in how to create an absolute vibe.
Tesco – the tearjerker of the year (probably)
A beautifully crafted Christmas story about grief and love that quite frankly has it all. That’s right, we said it. Tesco, out of nowhere, has well and truly taken the Christmas ad crown this year. Opening with a protagonist stuck in a rather grey and downcast world, the memory of his grandma and her love of gingerbread waltzes us around the duality of joy, love and loss (I’m NOT crying you ARE).
Tesco nails it. The combination of slick animation, a relatable cast and top-tier visual effects, does a fantastic job of reminding us all that it’s okay to feel a bit of grief this time of year. And hey, it’s also okay to dust yourself off, embrace the chaos, and shake that belly like a bowl full of jelly, am I right?
And, if watching a bit of animation has got you feeling inspired, why not check out our animation game blog too.
Boots – play to your audience bestie
Well, in a complete surprise to almost no one, Boots’ Christmas advert has come under fire this year for SHOCK HORROR, excluding men. The twisted dichotomy of it all. When will they EVER catch a break? Hehe just kidding, we love you chicos. One thing they have most definitely got right however is the on-trend Bridgerton casting and an absolute 00’s club banger to get everyone in the party mood.
Considering 80% of the retailer’s customer base are female, there’s fairly solid argument that this was shrewd and appropriate target marketing by the creative team. But hey, what do we know…we just make the ads right.
Waitrose – the budget buster
No animation, no VFX, no bonkers set transitions. Yet, something tells us that Waitrose definitely takes first prize for pennies spent this year. Why? Oh yeah because their Christmas ad is a who’s who of award-winning British actors that’s why. And not like the same old national treasures that get trotted out each year either, but those firmly in the binge-watching critically-acclaimed zeitgeist. What is the plot I hear you cry? Only a bloomin’ Agatha C style murder mystery. GENIUS.
Kudos also to the creative team who, despite all the talent on display, still managed to shine the spotlight on a dreamy array of tasty festive treats. Yum.
Aldi – the Carrot that keeps on giving
And, as if by magic, a national treasure does appear to bring the true hero of Christmas, Kevin the Carrot, out of summer hibernation. Jim Broadbent does what he undoubtebly does best, and delivers a heartwarming story time with reassuring warmth and frivolity.
What’s most important to note about Kevin’s 8th season as a Christmas ad A lister is the quality of the animation and the script. Hats off to the team who have got better year on year, ensuring that the C-Suite keeps on booking Kevin for a sequel. Meaning we can all sleep well knowing that Mrs Carrot and the kids can afford to turn the heating on this year. Phew.
So, what’s the verdict?
Every year brands big and small battle it out for a slice of Christmas ad notoriety. There’s a lot of sparkle, a lot of sentimentality, and often, a lot of… mediocrity. Some capture the spirit of Christmas perfectly, while others miss the mark completely – and that’s problem businesses face all year round. For a little help getting things right, our Pistachio elves are always ready and waiting to help – just jingle our bell to get in touch.
Whatever your thoughts are on 2024’s Christmas ad selection, one thing is for sure, Christmas is well and truly coming!