Ready or not, it's that time of year again. Christmas jumpers, brussels sprouts, and home alone being streamed on most tv channels at some point or another.
Love it or lump it, Christmas is just around the corner, so we thought we'd review the good, the bad, and the ugly of this year's battle of the Christmas campaign.
With the high street taking a hard hit this year due to Covid-19 restrictions, the pressure is on to deliver an impactful Christmas campaign that will stand out from the crowd in the digital world.
Often in marketing, context is everything – and this year is more interesting than ever with marketers making carefully considered choices on the best way to deliver a campaign that the world can relate to, or find relief within, in a year that has been tough for many.
'Dear Santa' Christmas wish lists are looking somewhat different this year, with the vaccine, the 'new normal', and seeing friends and family for the first time in a long while, topping the list for many.
So how have the big players in the battle of the Christmas campaign chosen to tackle this years' Covid-Christmas atmosphere?
With Verizon media reporting that 40% of consumers want normalcy from advertisers in these current times, 35% of consumers saying that they want advertisers to focus on feel-good messaging, and 54% of 18-24s saying they appreciate when brands "connect with them in new and innovative ways", let's take a look at what approach our Christmas marketers took– and whether it worked in their favour or not. Here it is, VideoSmart's top Christmas campaigns of 2020:
The one we've all been waiting for
John Lewis & Partners' 'Give a Little Love'
Rating: 9/10
The brussels sprouts: Some have criticised the ad as boring, saying that they loved the premise of the campaign but have been disappointed by the execution. For many the release of the John Lewis advert marks the start of Christmas, so the pressure is really on for the highly anticipated advert.
The Independent recently ranked John Lewis's Christmas campaigns, confirming that for many viewers, this year's 'Give a Little Love' campaign hasn't surpassed beloved previous campaigns such as 2013's The Bear and the Hare accompanied by Lily Allen's 'Somewhere Only We Know' (which sat at number one on the charts for 3 weeks) and 2014's Monty the Penguin.
The turkey stuffing: The video is a beautiful illustration of how we can help one another out during difficult times. John Lewis celebrates kindness this year with their #Givealittlelove theme, portrayed through a variety of styles of animation including the use of puppeteers and Claymation figures and live filming, and accompanied by an original song by BRIT award winner Celeste.
The message has real meaning, and the storyline depicts real moments of 2020, including an elderly couple receiving a shopping delivery. It's as true this year as any, despite the challenges brought on by Covid-19, that this is the one to beat.
If you're looking to shed a tear
Disney's 'From our family to yours'
Rating: 8/10
The brussels sprouts: With 2020 being a tough year for most, Disney's family-focused approach tugs at the heartstrings of viewers missing their families more than ever.
Heartwarming or not, the commercial is definitely an emotional watch that viewers could perhaps do without.
The turkey stuffing: The timelessness of Disney. A grandmother passes down a childhood toy.
These are the connections we love. Disney focuses on the traditions passed down from generation to generation, highlighting that although the world may change and people may grow – the memories and love people share always remain.
An emotional watch with a heartfelt ending, reminding us not to lose our traditions or let the key moments pass by.
Perfectly capturing the magic of Christmas for children
Argos's An Evening with AbracaDaisy & The Incredible Lucy:
Rating: 9/10
The brussels sprouts: No brussels sprouts here. This campaign won't fail to make you smile. Toy purchases increased a massive +115% year-over-year during the lockdown, as WFH parents try to keep their little ones preoccupied.
Will Argos be able to capitalise on this increase over the Christmas period or are families all toyed-out?
The turkey stuffing: A feel-good ad from Argos this year with two girls stealing the show with their top-notch magic tricks. Every family can relate to the sometimes-arduous task of watching little ones' often not-so-magic, magic shows (that wasn't really my playing card, but I'll pretend it was for peace of mind).
A light-hearted moment of relief from the tough times of 2020, guaranteed to make you ready to spend Christmas at home with your nearest and dearest, and showing that you can feel the Christmas magic from within your four walls this year.
Quite silly billy-goat, thoroughly enjoyable
Tk Maxx's The Lil' Goat:
Rating: 8/10
The brussels sprouts: You've got to be kidding me, no brussels sprouts here! Short but sweet. Tk Maxx is capitalising on the 74% of global shoppers looking to self-gift this year with the message being 'its been a tough year, you bloomin' well deserve it'.
The turkey stuffing: A light-hearted, amusing advert. What's better than a goat in designer clothes to give you a chuckle this Christmas?
A Very relatable Christmas advert
Very's Christmas is this Very moment:
Rating: 7/10
The brussels sprouts: Companies appear to be aiming for authenticity and relatability this year with Very leading the way with their 'expectations vs reality' Christmas campaign.
Although this is a messaging that viewers are familiar with, and Plenty may have pipped them to the post with their #Xmess Christmas advert.
The turkey stuffing: A step away from the picture-perfect Christmas of the likes of mouth-watering M&S ads and a step towards a wholly British, very real attempt at capturing the faulty moments of Christmas.
With 40% of consumers wanting normalcy from advertisers in these current times, it's safe to say Very is spot on with this one.
A sense of British togetherness
Co-op's 'We can all do our bit for our community' featuring a performance from a mini Oasis:
Rating: 7/10
The brussels sprouts: Low on Christmas atmosphere but high up on the positive messaging. A no-frills no-fuss campaign encouraging viewers to come together stronger in times of crisis. Not the one for Christmas nostalgia, but definitely the one for spreading cheer.
The turkey stuffing: An easy ply from Co-op for the hearts of the British with a rendition of Oasis's Round are way by two young boys looking to do their bit for the community after hearing that 'Christmas will be different this year' on the news.
With spectators wearing masks and keeping somewhat socially distanced, Co-op has gone a tad political and a lot relevant, this year.
Saying goodbye to the 'naughty list'
Tesco's No Naughty List:
Rating: 9/10
The brussels sprouts: If you're looking for an advert that will take your mind away from Covid for a minute, this isn't the one for you. Saying that, Tesco keeps it light-hearted, relatable, and humorous – so surely you won't mind on just this one.
The turkey stuffing: Tesco scores top marks for relatability, inclusivity, and playfulness. They keep the tone light and cheeky, with everyone confessing to their 'naughty-list' worthy failures of the year of lockdown and the pandemic.
The ad pokes fun at all the moments where we haven't quite managed to do our best in these challenging times. Another company promoting the message that 'After a year like this, we believe there is no naughty list. So go on Britain, treat yourself to the best Christmas ever.'
A nostalgic Christmas
Sainsbury's Gravy Song:
Rating: 10/10
The brussels sprouts: None here, except for the negative backlash Sainsbury's 3 part Christmas advert received, we'll count that as our brussels sprouts for this one – and that's not on the campaign!
The turkey stuffing: Are you ready to feel homesick for your family's Christmas cooking? Because you're about to be. This campaign is perfectly in tone with a worldwide desire to be home for Christmas and to experience all of the normalcy of previous years.
A collection of home-style family footage narrated by a call between father and daughter on their yearning to be reunited for Christmas will have you missing even the burnt bits of your dad's Christmas dinner.
A very messy take on Christmas
Plenty's #Xmess:
Rating: 8/10 (the 2 points are purely down to the nausea factor…)
The brussels sprouts: Not for the weak of stomach, definitely not one to watch before you tuck into your Christmas dinner.
The turkey stuffing: If you love a bit of dark humour and a very real montage of the messy moments of Christmas with the family – then this one is for you. A truly underrated advert of the year, this one is painfully good to watch.
So there it is, our official round-up of the most noteworthy Christmas adverts of the year. Without a doubt, marketers have focused on delivering campaigns reflecting important family connections perhaps reflecting the thing we are all missing the most this year.
Adverts are also becoming more inclusive, all with an emphasis on relatability this year.
With 85% of retailers this year forecasting an increase in online sales over the holiday period, whose Christmas campaign has inspired your Christmas shopping the most? Whose Christmas advert were you looking forward to the most? And whose didn't meet those expectations?
