天联广告公司的动态

Christmas is amazing. I love it. In fact, Coca Cola make some of the best Christmas commercials out there. But can an entirely AI-generated video rank among Coca-Cola’s best? Not yet—and certainly not when the brand seems to be borrowing, or perhaps stealing, from itself. What does that mean? For starters, the new AI-driven ad misses one critical element: storytelling. Older audiences will immediately recognise the same beats from the classic "Holidays Are Coming" commercials they loved as kids. Those ads were packed with magic—snow-covered roads, glowing red trucks, and wide-eyed wonder. Why did they decide to make the same story with an A.I brush? My feeling is that this video is demonstrating the technology because the only way to pave the way forward is to be the first ones bravest enough to make the first mistake. With that being said, the music still hits me as it almost did here. But there is a but. A big one, in fact. On the one hand, I think A.I has created beautiful animation. There is a strong Christmas vibe but a big part of the Christmas spirit is missing. What Christmas spirit? Well, the uncanny reactions of fake joy composed by odd portraits of humans and animals. If anything, it felt too manufactured and I think people are protesting against mannequins masquerading as joyful humans. Why not combine real actors with AI-generated backdrops? The human touch would have grounded the ad in something relatable, something real. Perhaps they wanted to cut down costs by cutting out actors? That said, it’s worth noting that the ad reportedly took 17 "prompt artists" to produce. While impressive and likely budget-friendly, it’s bittersweet. VFX artists, who could have delivered a more nuanced and engaging result, were sidelined. If it only took 17 artists to make this video, then eventually that number will dwindle to just one. Ultimately, this video feels more like a miss than a hit for me. Still, I’m keeping an open mind about AI, especially as it’s a tool I’ve been actively learning. I’m convinced there are more effective and imaginative ways to harness its potential than what Coca-Cola has demonstrated here. I think the right balance is to marry A.I generated images with real performances. A.I should capture the imagination and real performances should ground us with something to relate to. What do you think? #CocaCola #Christmas #advertising #AI

Taking storytelling to the next level. As the season of Christmas ads begins, Waitrose has set the bar high. Their latest Christmas ad brings together an all-star cast, including Succession's Matthew Macfadyen as a sharp-witted detective, Fleabag's Sian Clifford, and comedian Joe Wilkinson, all diving into a playful mystery. Here’s why it’s a standout: ?? Intriguing Storyline – it brings the spirit of Christmas with a twist, setting up a suspenseful storyline. Matthew Macfadyen leads the interrogation, keeping us hooked with his signature gravitas and humour. (and really, who isn't a Succession fan?). ?? Audience Engagement – The ad combines mystery and festive cheer, with a cliffhanger that has everyone guessing. It’s an experience that entertains and makes the audience feel part of the story. ?? Standing Out in a Crowded Market – Reinventing the Christmas ad every year is no easy task, but this manages to cut through the noise (so far, its early days) by focusing on great storytelling and character-driven humour. #WhoDidIt? To be continued... #ChristmasAd #Storytelling #MarketingStrategy #BrandStorytelling

The buzz all over the global AD world, nay, AD ECOSYSTEM (*to supposedly sound hep, updated, contemporary & relatable*)....... is around John Lewis' new Christmas advert. I liked it because I liked the first installment in the Chronicles of Narnia franchise. Why did I like the first Chronicles of Narnia movie? Well, the initial premise of stumbling upon a magical realm by just entering a closet was beautiful......and I speak for myself, if not for thousands of 90s kids/2000s teens like me, who grew up with a rather confused yet vivid imagination, that such moments were etched in our minds and hearts forever. A quick throwback to the old cartoon 'TOP CAT', where in the end credits we see the main protagonist inside a garbage can, but was crafted like a cozy 1-room studio apartment (cue the satirical reels and shorts about 1-BHK in Mumbai). This idea was further nurtured as it evolved into some scenes from TV shows and movies in the 90s where kids (sometimes with the help of parents) used to create makeshift homes/rooms with big brown packer cardboard boxes. In more recent times, if anyone happened to have stumbled upon a show called 'Community', there is a quick, memorable reference to some episodes where the characters were seen engaging in building pillow & blanket forts. That was a real treat to the inner child in me! All these vivid episodes flashed in my mind like a fast-cut montage, after which the proverbial invisible camera zooms out of my eyes (ultra close up to a mid-shot) to me looking at this advert and having a pleasant smile. It did evoke a sentiment of warmth and the beautiful imaginary situations I grew up with and pictured myself in. That said, my one personal takeaway (inside my own echo chamber) for Indian brands would be that, since a lot adapt their strategies from the west, they could also consider launching a majority of Diwali ad films 2 - 2.5 weeks ahead of Diwali and have audiences being more receptive rather than forcing it down their throat during Diwali (a time they clearly DON'T dedicate for). PS - After seeing this, hope this ad made you think of rice lights and sitting by the window side on a cold evening with a cup of coffee / hot chocolate either enjoying soft jazz music or (re)catching up on a treasured novel. https://lnkd.in/g5WQEaxt

Great move by John Lewis & Partners! ??? As someone deeply passionate about digital accessibility, I'm absolutely thrilled to see their Christmas advert launched with audio description on YouTube. This isn't just about describing a festive story - it's about ensuring everyone can experience the magic of Christmas marketing! For our blind and partially sighted community, this is what true inclusion looks like. It's about considering accessibility from the start, not as an afterthought. The future of digital experiences must be accessible to ALL. No exceptions. No excuses. Thank you John Lewis for leading by example. This is how we create real change - one accessible experience at a time! Let's keep pushing for more inclusive digital spaces. After all, accessibility isn't a feature - it's a fundamental right! ?? #DigitalAccessibility #Inclusion #Innovation #ChristmasAd #AudioDescription #JohnLewis"

Why the John Lewis 2024 Christmas Ad is Striking a Chord—Especially with Gen Z ?? As we grow up, many of us—especially Gen Z—are finding ways to reconnect with our child selves. The John Lewis ad taps into this beautifully, capturing the nostalgia and the journey of healing that so many of us are on. For context, let me share a bit about my own experience. Growing up, money was tight, and there were toys and experiences I wanted that we just couldn’t afford. Now, with what some might call “adult money,” I often find myself buying things that the little me would’ve loved. It's a way of healing and caring for that kid in me, showing them that things are different now, that they’re cared for. This ad captures more than holiday spirit—it reminds us of the universal need to nurture and protect that inner child, the part of us that still finds joy in the things we missed. It’s not just about toys; it’s about understanding who we were, who we are, and finding joy in bridging that gap. In 2024, brands that understand the importance of nostalgia and self-care are the ones connecting with audiences on a deeper level. This John Lewis ad nails that journey, from past to present, in a way that’s powerful and resonant. Share your thoughts! #JohnLewisChristmasAd #ChristmasMarketing #GenZTrends #EmotionalStorytelling #Nostalgia #InnerChildHealing #ConsumerBehaviour #MarketingTrends2024 #BrandStrategy #HolidayCampaigns

?? Christmas Ads ?? I am breaking my self-imposed rule to not talk about Christmas until at least December but 'those' ads are now hitting our screens, followed of course by the inevitable commentary from, well, everyone. It's no longer acceptable to love it or hate it on the basis of the music, or whether its Christmassy enough. No, it's now a measure of your social worth and a test of whether you have the 'right' opinions. And woe betide you if you have the 'wrong' ones! Don't you have something better to do with your time than commenting on Christmas ads? (you sad loser...) ?? Perhaps the advertisers themselves are partly to blame for this feeding frenzy by turning their Christmas campaigns into some kind of social message. The idea that this might not land well with their customers seems to have completely escaped them. ???? Even more shocking is the often-expressed view that if someone finds the messaging unpalatable, then it doesn't matter because 'We don't want THAT kind of customer'. 'This isn't for YOU, you hateful bigot!' 'We don't want your sort in here!' Erm, isn't that a bit *not* inclusive? In my humble opinion, some advertisers have lost sight of the purpose of advertising. Surely, it's about attracting more customers, not driving them away? It can't be that hard to produce something heartwarming and 'Christmassy' that isn't trying to declare political allegiance to a fashionable cause. John Lewis Partnership may have missed the mark with some of their recent tin-eared initiatives affecting both staff and customers, but I think they've got this year's Christmas ad pretty much spot on. (I'll pretend I didn't read a comment saying 'But there are no men in it! ??)

Even if you are a scrooge at Christmas time, you gotta love the classic MnM holiday commercial.?(Watch link in the comments) As the Red and Yellow MnMs round the corner from their hallway and walk into their living room, they run into Santa leaving gifts near the Christmas Tree. “Ah! He does exist!”?– Red MnM “They do exist!”?– Santa Both promptly faint, leaving the yellow MnM staring at them as they both lay on the floor. “Uh, Santa?” – Yellow MnM This simple 15 second commercial cleverly used a?marketing mix strategy?that has not only served the Mars company well since 1996, but has also become a part of Christmas nostalgia.? Tomorrow in our email newsletter, we dissect the use of this MnM campaign's Marketing Mix 4Ms (say that 5 times fast!) to learn how even businesses with a much smaller budget can create long-lasting success. Shoot us a DM with your email address and we'll make sure you receive it. What other Christmas commercials do you love?

Don't let a crisis haunt your brand! ?? How you respond will either strengthen or undermine your organization’s reputation. A well-crafted crisis comms strategy can save you from a real fright night. #grafmartincommunications #crisiscomms #crisismanagement #brandreputation #brandmanagement #halloween

Why the Christmas John Lewis ad is still the one I’ll wait for… For years, John Lewis held the crown as the undisputed gods of Christmas advertising. Emotive, gorgeously crafted, and always sparking conversation—these ads weren’t just campaigns; they were cultural moments. Yes, challengers have come and gone. Some brought humor, others cleverly nodded to or cheekily parodied the John Lewis magic. But still, they stayed on their throne. I’ve always had a soft spot for John Lewis. Their Christmas storytelling is woven so deeply into my festive memories that it’s made me a loyal customer year-round. (Okay, maybe I spent a bit less in the year of that dragon ad, but let’s not dwell on that!) This year, I wondered if my loyalty would waver. Enter M&S with the force that is Dawn French—joyful, brilliant, and as full of festive spirit as a spiced punch. M&S is on fire right now, and I’m here for every second of their comeback. Waitrose’s cheeky whodunnit? Hats off to them too. But then John Lewis drops their latest. And just like that, with the simple, beautiful exploration of sisterhood and the spirit of giving, I was back to crying those happy, nostalgic tears at 8am. The kind that remind you why they still reign supreme. Here’s to Christmas adverts that make us feel—and to brands that understand how to make it truly magical. #ChristmasAd #JohnLewis #FestiveSeason #BrandLoyalty #MarketingMagic #Storytelling #EmotionalAdvertising #RetailRevival #MerryAndBright #Sisterhood #Nostalgia #HolidayMarketing #IconicBrands #Heartwarming #ChristmasCampaigns