Annual Christmas Ad Review - 2021
Richard Collumb
Marketing Manager at Ibec - Ireland's largest lobby & business representative group
Just as the Coke truck and the sound of Holiday’s Are Coming signals the start of the Christmas season for some, I am going to continue my now annual review of selective Christmas adverts as the procrastination means I can avoid doing actual Christmas shopping.
A number of classics are back, the aforementioned Coca-Cola trucks and Guinness, while Dunnes Stores is now running the same advert for a few years. In the latter’s case this is going to be a long running campaign and is a nice testament to the much-missed Chemistry agency.
This year, a big difference, is that a more traditional approach to the Christmas advert is back, Covid, which formed a large part of the 2021 campaigns, is less dominant. Supervalu’s advert is a prime example of this where last year the anticipation was about family reunion, this year it’s about a reindeer.
This is as good a start as any top review a few choice adverts.
SuperValu
A nicely constructed advert, minding a reindeer who (spoiler alert) is ultimately one of Satna’s reindeer is certainly Christmassy, if not very unique. My issue is that while the payoff is good, the branding is a bit weak – you could swap in other retailers as it doesn’t get to what is uniquely Irish about SuperValu. I am not sure how well it translates from campaign to store. ?Given the subject of reindeer, this year I’m bringing in the very original rating system of carrots – a solid 3/5 carrots here.
Aldi
Sticking with retail and a campaign that translates across touchpoints, Aldi continues with Kevin the Carrot. The story has become more like a marvel universe with more and more characters, Marcus Rasdishford is a partially funny nod to real life this year. Taking on a Christmas Carol (Christmas Carrot as Aldi say) could be cliched as it has been done by more brands than you think off, but it’s done nicely here. How could Kevin not get 4/5 carrots?
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The Coca-Cola Company
Coca-Cola always pair the Holiday’s Are Coming truck advert with another which is always a challenge as the first is so iconic. This year’s offering is a gathering in an old building with everyone coming together as to help build a chimney so a boy can ensure Santa can come. ?Using Mary Poppin’s Chim Chim Cheree adds to the festive nature and cinematic approach – a commercial only Coke could do. 4/5 carrots.
Disneyland Paris
It’s been a tough year for the tourism industry, hopefully next year will be better for all concerned. A short and sweet advert that nicely communicates how Disney can bring out the child in all of us. 3/5 carrots.
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Barbour
In the past Barbour have integrated The Snowman, this year its Paddington Bear’s turn and given how synonymous he is with wearing a duffle coat – this is a perfect match. The animation, story, comedy of Paddington and payoff make it a smart and seasonal advert which is very much on brand for this British iconic. 4/5 carrots
Three – Ireland
Boy and Girls created the Three Ireland advert this year and have a very tricky balancing act of highlighting products, services and telling an emotional story. Trying to do all of this makes the advert appear a bit rushed but a breezy voice over and script help. The payoff of son coming home is cliched for an Irish advert (the ESB did in in the 80s with Game of Life advert) but is integrated well and there is no denying the branding is very strong. 3.5/5 carrots
Waitrose
Unfortunately, every year there is a turkey and this year take a bow Waitrose – it appears to be an anti M&S spot, but it comes across as the antithesis of Christmas with someone who is selfish and boorish. No carrots for you – even if they do come from Waitrose.
John Lewis & Partners
Finally, one the company that brought talking about annual adverts to the mainstream, John Lewis have a new one and the formula is well known now – take a classic song and rework it,?outsider child who see’s something beyond the others, said child does an act of kindness and sharing is the message about Christmas. Technically it’s a very well shot, it’s a nice, if unoriginal story, and the sound track as always works with the advert, however overall, it’s a bit flat and given the high expectations of John Lewis it’s disappointing. Possibly time for a rethink. 2.5/5 carrots
Overall a solid year for Christmas adverts but in 5 years’ time, I don’t think any of this year’s crop will be making any top ten Christmas adverts of all time.
Commercial Specialist at Flanders Investment and Trade
3 年As a farmer's daughter I just loved the Super Valu ad and its care of animals story. Would resonate with all the new pet owners around the country too I think. I'd say Musgrave have their homework done on this one. Thanks for the links to ads and your insights. Your job is very interesting.