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'Tis the season of great advertising
Since we last posted about Christmas ads, a few more notable spots have hit our screens that merit a mention.
John Lewis and Partners has recruited various animators to help tell a circular story of kindness. The central idea is a big one and feels very true to the spirit of Christmas, especially relevent during hard times; good deeds create a ripple effect and spread joy throughout the world. It’s almost the antithesis of Gandhi’s famous statement: ‘an eye for an eye makes the whole world go blind’.
In a departure from previous Christmas activity, the brand has partnered with two charities that can help spread some kindness to the families that need it most this year: Home Start and Fair Share.
Surprisingly though, it’s not the John Lewis ad that has been dominating the headlines. That accolade goes to Sainsbury’s, although largely for the wrong reasons.
Racist backlash aside, the advert (simple and low budget compared to the normal festive fare) is a heart-warming tale about family togetherness.
As the pandemic forces us to recalibrate the things we value most dearly, Sainsbury’s focus on the simple pleasures of home, family and cherished memories and really strikes a chord. Oh, let’s not forget, it’s also about delicious food – a vital component of any successful Christmas.
Speaking of food, Tesco’s are encouraging us to have all the treats we want this Christmas. The VO explains that after the year we’ve been through, ‘there is no naughty list this year’, so we might as well go nuts. It’s welcome topical, light relief but what helps make this ad stand out is that it actually does some genuine selling rather than the lofty brand advertising we’ve come to expect during the festive season.
