Battle of The Non John Lewis Christmas Ads

You wouldn't think that Christmas ads would be ones to make me pleased about the return of creativity and connection, but compared to previous years we have a surprising range of ads based around one theme.

Well actually, it isn't really that surprising. Following the public and ad-land wide acclaim (for the most part) for the John Lewis campaign, we appear to have a whole chunk of the retail sector who have been strongly influenced by it.

Which leads us to a weird situation, where we have four major retail chains all going with ads that aim to appeal to us with more emotion. A weirder situation where Christmas ads are largely good. Plus an even weirder one where I have something not entirely positive to say about a W+K ad. God help us there's even a not entirely anger inducing ad from Go Compare, though that's not for this post.

So where to start?

Tesco

Edit: Happily having seen the other ads in the campaign, it's just this one execution where the offer doesn't quite tie. The rest work wonderfully, and the playfulness with the logo adds a friendly touch to Tesco that is has been needing for a while as the supermarket behemoth of note.

Let's start by saying this is definitely a marked improvement on what Tesco have done recently. A million million miles better than the Spice Girls debacle of yore.

The key idea is really nice, the connection of the right present with a good Christmas, the joy of finding the gift your kids are asking for with the minimum of hassle. Who could dislike a Furby singing a Lionel Richie track?

The issue for me is the way the ad jumps too much, I don't like the way it cuts from the lovely key idea, to a promotional message that doesn't feel connected to the main idea, back to the idea, then to an end frame with their usual strapline. It takes an ad that leaves you feeling warm and fuzzy and blunts it.

A lovely strategic idea that maybe would have worked better in a longer format, or perhaps by splitting the promotional message into a different execution.



Asda

After what feels like years of out and out price messaging we suddenly get something really nice from Asda. Making no bones about the effort and the hassle of Christmas, but with two reassuring messages that it is worth it, and Adsa is there to help make it less hassle than it would otherwise be. Lots of typical Christmassy problems, but an end result that makes you smile.



Morrisons

What's surprising about this is just how similar this ad is to Asda. They feel like they could have been made with the same brief. Whilst the Morrisons ad is less overtly about the supporting of mums, it focuses more on the trials and tribulations of getting everything ready for that special end result. The wonderfully absurd execution takes the same old Christmas problems and shows them in a way that creates a genuine warm humour. The bit with the Russian Doll cupboard is absolutely spot on.

I think this is my favourite of the three. Although as a friend of mine pointed out, the music ends on a dominant chord, which gives it a really unnerving awkwardness on what should be a happy moment. I am surprised no one spotted that.


Boots

"Here come the g..." Oh.

This is a bit closer to the typical Christmas ad, but the little vignettes are sweet, and feel far closer to reality than the slightly irritating cliche'd 'girls' ever did. It's also a nice strategic way to get around the perception (from how I saw it) that Boots gifts are mainly for women, and are small token gifts rather than significant gestures.

Warm, sweet and funny, great work. The little girl talking to the dog is just adorable.



The Supermarkets all focus on mum, as you might expect, while Boots have gone the other way and opened up more to men. I do wonder whether guys feel left out of Christmas, always in the way or bit part players, whereas I imagine (from my experiences at least) that these days there is a bit more of a team effort. The Asda ad is definitely weaker for this.

As always, knowing how people will react to them is hard to guess. There are a mix of positive and negatives scores to each video on You Tube already. I hope that, given the usual minefield of generic Christmas ads, these will have a positive impact overall.

It's lovely to see so many Christmas ads that make you feel something, and show the season with a sense of honesty, rather than the stereotypical cheesy images we usually get rammed down our throats.

In fact, if there is one problem, it's that by all improving at the same time, it's harder for these brands to stand out than if only one of them had improved. That though, is a great present to us from the retail sector and their agencies.

The Ad Pit Xmas Review 2009

It's that time of year again when I get irritated by the countless clips of red and white frivolity that pass by our screens.

So let's see what's out there...

Argos - Gifts



There's nothing here we haven't seen before in a Xmas ad, but it's done in a nice way. The tone is nice and it makes a good example of how to do traditional Christmas advertising.


Specsavers - Kitty

The usual joke with a reasonable punch line. Problem is it feels cheap, unlike the good TV work this feels custom made for the web, with a 1999 web budget to match.

Sony Centre - Xmas

Apart from the fact that without the VAIO and PSP branding it as Sony, this could easily be a fallout of the Toshiba ad from earlier in the year... only less cool and with cheaper graphics.

That sounds harsh I guess. Its nice, doesn't blast jolly old seasonal cliche's and is very watchable.


Maccy D's - Xmas menu

Not quite up to the standard of the excellent poem ad, but there is something joyful in the ripping of old panto traditions... and who doesn't enjoy comedy involving cranky old ladies? Oh. Never mind.


John Lewis - Sweet child O mine



As I mentioned previously, this is just wonderful. Would you Adam and Eve it, great ads at Xmas?!


DFS - All I Want for Xmas

ARGH!!!!!!!!!!!!!!!!!!!!!!!!!

Never Knowingly Underproduced

After last year's wonderful Christmas ads I was surprised to see John Lewis move their agency. Yet having viewed the new ad I must agree it wasn't entirely a bad decision.

Like last year the ad creates a wonderfully festive atmosphere without resorting to filling the screen with red and white, without overused seasonal hits, and without the sappy over saturated sense of ocassion we are force fed for three months from mid October.

Where this one goes one better to me is that despite avoiding the cloying artificial taste of the event, they have produced something that is wonderfully sweet, amusing, and warrants multiple viewings without wanting to hurl a plastic santa at the screen.

Add to that a brilliant brilliant song choice. No Shaky, no slade, no Cliff, no one hit wonders. A proper year round track that captures the IDEA not the season.

Adam and Eve I could kiss you. Or at least buy you a lovely present.

We Wish You a Merry October

Argos have broken the Christmas hustle. Ok, so the ad isn't bad. Actually it's pretty nice for a Christmas retail ad. The problem is that it's October.

I know every brand wants to be the first in the Christmas rush, but this is getting stupid. Why can't we wait until after Guy Fawkes Night at least before we get the sleigh bells and one hit wonders out?

You don't start advertising your new year sale in November. You don't advertise Halloween in August. You don't promote your summer deals in April. Why do we think it's acceptable to shove Christmas in people's faces so damned early.

Is it any wonder people get irritated?

Now let's watch this ad again on the 6th November, when it is appropriate!

On the other hand. One ad that most certainly is not nice is the return of the spawn of musical Satan's fire laden bowels. Mariah Carey and DFS. All I want for Christmas is for them to FUCK OFF.

Seasons' Bleatings.

So, it's that time of year again. Christmas is creeping up on us like a stalker with Hush Puppies; shopping centres have already decorated themselves to the point of destroying the planet with lights and plastic decor, and the tv and radio are full of Christmas deals and offers. Yes. It's mid November.

The big question for me is this:

When is the 'right' time to start promoting Christmas? I mean, late November and you risk missing the boat. Late October (like DFS this year) and you risk being the brand that everyone screams "It's not bloody Christmas yet!!!" at.

Perhaps we need to see brands embrace progressive Christmasisation (now theres a word); in other words, start in early November with only a small hint of the season. Then gradually add tinsel, santa images and jingly music over the course of 4/5 weeks. That way you get in early whilst respecting those who aren't obsessed with all things red.

..what do you think?