It’s that beloved time of year when all the retail Christmas adverts start airing on the tele. We certainly have our favourites… Let the battle commence!
The Evening Standard picked up on the fact that Harvey Nichols, Lidl and Currys PC World all produced similar adverts which show people opening presents that they didn’t really want. Jon White, Managing Director at Elmwood commented: “It is unfortunate. It’s bad luck that these brands to have chosen the same idea. Obviously you don’t know what other brands are going to do when you’re looking at your Christmas campaign and it is tough. It’s a common theme that we all recognise and we have all been there — trying to look happy when really thinking, ‘oh this is uncomfortable, this isn’t what I wanted’. I think the videos are very on-brand and are markedly different to other ads”
Jon White also spoke to DigiDay about the much anticiptaed John Lewis advert. He said: “It’s interesting to see that John Lewis have tied the central theme of the advert to their partnership with Age UK. This is a significant move on, and demonstrates that fantastic distribution is no longer enough on its own. There is a new appetite for numerous touch points that create real involvement for the target audience beyond a passive view. It’s a perfect storm of real experience, which in turn creates social engagement, and ultimately leads to brand affinity.”
Only time will tell which adverts win the hearts of consumers.