As soon as December starts I'm on the edge of my seat to see what kind of Christmas ads will be on air. This year has not been a disappointment. To the untrained eye Christmas commercials may look like the easiest thing in the world to create. But getting the right balance of glittery schmaltz and the kind of genuine sentiment that will pull at the heartstrings can be the most difficult task you can embark on in the Christmas season.
With the holiday season in full affect Christmas ads have taken over our TV, laptop and even phone screens. Here are some of the best ads on air right now with a little bit of info on the ad its self.
{1} Mulberry: #WinChristmas
Chose by Mark Goodwin, creative director at M&C Saatchi
The Mulberry film features a unicorn, so obviously it’s brilliant. Everyone loves horny horses, don’t they? Taking the annual present arms race as inspiration, a rather spoilt young woman is given an increasingly amazing array of presents, including the aforesaid unicorn.
Finally, everyone is trumped by Grandma’s gift of a Mulberry bag.
Now it’s all a bit unbelievable. I mean, a unicorn? Obviously that’s going to be loads better than a handbag. But I love the way it tramples the convention that luxury ads must have a po-faced pomposity. Fashion can have wit. Let’s face it, Mulberry sell bags for £2500 so someone is definitely having a laugh there.
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{2} Stainsbury's: Christmas is for Sharing
Chose by Will Barnett, executive creative director at Adjust Your Set
Nine million YouTube views in four days, 174k likes on Facebook and 68k shares. Cynicism: 2k who see it as exploitative and commercial. For me, it’s a moving tale told with sensitivity.
The 1914 story of a Christmas truce where British and German soldiers came together to play football. A gift of chocolate. (Available in store, the proceeds going to the Royal British Legion). The idea ‘Christmas is for sharing’.
Powerful, emotive, beautifully shot cast and crafted, by the talented Ringan Ledwidge. Ultimately benefitting a charity. I noticed a high number of ‘shares’ by serving squaddies. Enough said. Merry Christmas.
{3} Sky Movies: Step into the Adventure
Chose by Clare McDonald, executive creative director at Rosetta Europe
No one brings you Movies like Sky Movies, and nobody gives you huge budget campaigns like Sky. Reaffirming their ultimate position as the place for movies at Christmas: ‘Step into the Adventure’ exploits their prized relationship with Hollywood, brilliantly.
Custom scenes from Frozen through to Spiderman sent my kids into a complete frenzy and cemented their reverence for Sky. “OMG. Sky knows Elsa mummy!!” (Parents will understand the power of Elsa, as did clever Sky).
While most marketers can only dream of budgets this big, at least Sky invests it well to enable a magical Xmas and a future army of smitten fans.
{4} John Lewis: Monty the Penguin
Chose by David Prideaux, executive creative director, Publicis Chemistry
Monty (and the soon to be Mrs Monty) have stolen the nation’s hearts and anyone who sighs “Yet another John Lewis tearjerker” doesn’t realize just what an achievement that is.
Every pixel of the film is precision-crafted. The VAM that surrounds it enriches the experience for all ages, from the clever use of Shazam to the Google Cardboard. And unlike all the brands who’ve jumped on their bandwagon, they’ve resisted making any kind of sell.
In fact, thanks to John Lewis, the real winners this year are the Soho production companies who must now look forward to Christmas with more excitement than the average six-year-old.
These are the top four ads of the season, what are some of your favorite Christmas time commercials or ads. I would love to hear them in the comment section, who knows maybe I'll even feature them in one of my next blog posts.
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