Christmas is coming...and so are the adverts!

Meet Daisy, a 14 years old junior intern. She visited the Bristol office last week for work experience and to learn all about Coull.

This is her first taste of marketing! Check out Daisy's favourite Christmas adverts and our festive advertising top tips...

 

1. John Lewis - Monty the Penguin

What is it about?

This advert is about a boy who has a toy penguin, represented in life form. The boy decides to give the penguin a companion for Christmas, to keep him company. This advert may not have any words, but it still shows emotion in a playful and powerful way.

Why do we like it?

  • John Lewis talks beyond their brand and convey an emotive message, for example, “Christmas is for sharing”.

  • They use memorable, impactful music.

 

2.  Coca-Cola - A Coke for Christmas

What is it about?

Coca-Cola have become quite iconic in the Christmas advertising world and are allegedly responsible for Santa being dressed in red. They’ve managed to market a product, that’s arguably not very healthy for you, and make it a worldwide. This advert depicts a family christmas and everyone sharing and celebrating with a coke. ‘Family time’ and ‘sharing’ are common themes in Christmas ads.

Why do we like it?

  • Coca-cola have created a worldwide tradition by dressing Santa in red, in a clever way to reinforce their branding.

  • They show a family Christmas, really speaking to their audience on a personal level.

 

3. M&S - Mrs. Claus

What is it about?

Marks and Spencers made a comeback in 2016 when they released their Mrs Claus advert. This is a heartwarming and funny advert, targeting their audience with the main character (Mrs Claus). As well as all this, there’s a theme of feminism throughout, empowering Mrs Claus as a more important part of Christmas.

Why do we like it?

  • It shows a different side to Christmas, a ‘behind the scenes’ look.

  • This advert speaks directly to their target market.

  • This is an empowering message for women.

 

4.  Sainsbury's - 1914 

What is it about?

2014 marked 100 years since that start of World War 1, and Sainsbury's decided to mark this pivotal point in history with this ad. This advert shows soldiers in the trenches, creating a strong sense of patriotism as well as showing the importance of kindness and friendship.

 

Why do we like it?

  • This advert speaks to British audiences, making them feel proud of their country and heritage.

  • It also reminds us of the core values about Christmas: sharing and kindness - a running theme in these Christmas ads.

 

5. John Lewis - The Long Wait

What is it about?

This 2011 advert shows a little boy, waiting patiently for Christmas and it ends in a heartfelt moment of present giving. What this advert does well is it takes a different point of view, taking it back to our own childhood memories.

Why do we like it?

  • This ad tells a very emotive message to the viewers, similar to the other adverts.

  • There’s no speech, only a well-chosen song, this makes more of an impact and makes the advert visually compelling.

 

Top tips for a successful Christmas advert

  • Emotional imagery speaks louder than words.

  • Use impactful/memorable music - sometimes speech isn’t needed at all.

  • It can be fun or serious, but think outside the box to help it stand out. For example, take a different point of view like the Mrs. Claus character.

  • Know and speak to your audience.

  • Use events from the past that convey a strong message, like the Sainsbury’s ‘1914’ advert.

  • Think beyond the business or the product, viewers react more to emotional, relatable messages.

 

What are your favourite Christmas adverts?

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