HO, HO, HO! 2020 IS ABOUT TO GO, GO, GO!

Halloween is done. As is Thanksgiving. Black Friday, Cyber Monday and the rest are almost done. (A few stragglers are still trying to extend the sale period.) So now we are into the countdown to Christmas. Yes, I know that political correctness should have me saying seasons greetings. And I am well aware that more than half the world does not celebrate Christmas either from a religious or commercial basis. But it is the final celebration (other than New Year’s Eve) before the end of this year – 2020.

It is also a reason for many brands to reflect on and capture the emotions of the season associated with goodwill, giving and celebration. In the past, much of the focus has been primarily around the traditions of the Christmas season. Either taking a heartfelt embrace or a humorous reflection of the season.

But it is interesting how brands have responded to the reality of 2020. It has been an unprecedented year. (Few of us were around in 1920 when the Spanish Flu hit.) Illness, uncertainty, fear, loss, isolation. You can land on the side of there never having been a more important time to reflect on and celebrate the spirit of Christmas - or not.

So, this week I have taken a selection of Christmas ads from around the world that appeared in the trade media and made me go wow! Deliberately in lowercase. Not because they are not inspiring and moving and touching. But because most of them are, in a very personal way.

To help us all feel the spirit of Christmas here is a selection of Christmas advertising for 2020.

How brands risk being left out of the holiday picture

The pandemic is shaping consumer behaviour for the foreseeable future, but what does that mean for brands looking to maximise sales this Christmas? While industries grapple with the effects of this global phenomenon, it comes as no surprise that humanity persists. At the heart of this resilience is the internet and other technologies creating new narratives for consumer behaviour at speeds no marketer could have anticipated pre-pandemic.

Why luxury marketers need to bring feelgood factor this festive season

People have had enough of 2020. That’s clear the world over. But as the year turns into the next, some of the biggest consumer marketing opportunities reach their calendar cycle and it has left many marketers unsure of how to play it. For luxury brands, it's even more perplexing.

Addressing the C-word in this year's Christmas ads

Advertisers are facing a big dilemma this festive season: acknowledge the reality of 2020's Covid Christmas, or whisk viewers off to a pandemic-free alternative universe? To figure out how to deal with the other C-word, read what strategist and Harbour partner Kevin Chesters had to say on this year's Christmas creative and tell us who did it best.

Posten (The Norwegian Postal Service)

In this year's holiday ad from the Norwegian Post, Santa is portrayed as an "angry white man" who's partial to Twitter rants in capitals. He also wears a red baseball cap with the caption "Make Christmas Great Again," in a not-so-subtle-nod to one outgoing commander-in-chief.

Lidl pokes fun at Christmas clichés

Rather than getting caught up in an “unrealistic” vision of Christmas, Lidl hopes its twin message of value and quality will resonate with consumers in search of a good time.

McDonald’s created Christmas ad ‘Inner Child’

McDonald‘s latest Christmas ad tells the simple story of a single mum trying to get her son into the Christmas spirit. However, she faces resistance from the mopey teen, until his inner child wins out.

Spain’s Loteria de Navidad

Spain’s Loteria de Navidad wheels out a reliable annual tear-jerker and this time it’s gone for live-action – complete with a face mask – in this miserable old year. Lottery tickets as Christmas gifts to lift the gloom (a bit.)

Disney: ‘From Our Family To Yours’

Disney’s charming Christmas ad is inspired by the themes of traditions and family togetherness in a year that has upended both. Exploring the relationship between a gran and her granddaughter, the animation is certain to tug at the heartstrings.

The Body Shop

Marking its first-ever Christmas TV campaign, The Body Shop has teamed up with Channel 4 to illuminate the issue of female homelessness in the UK through the medium of spoken poetry.

Coca Cola Christmas

This year, Coca Cola took a break from its iconic 'Holidays Are Coming' spot to give us an emotional ad for an emotional year. The spot reminds us that after a troubling year, making time for the ones we love is what makes Christmas truly the most special time of year, no matter how we do it.

Amazon: ‘The Show Must Go On’

This year Amazon's festive spot tells the inspiring story of a determined young ballerina who inadvertently brings her community together amid the challenges of 2020.

O2’s first Christmas campaign

O2’s first foray into festive advertising features its brand mascot Bubl helping a young girl take part in the sport she loves despite lockdown.

Metro’s Christmas Message

Here’s a nice idea from German cash and carry operator Metro and agency Serviceplan: help out the poor old hospitality industry by ordering your Christmas meal from them – and give your kitchen a break. Running globally.

Tesco: ‘No Naughty List’

Developed by agency BBH, the ad absolves customers of anything that might have landed them a place on the ‘naughty list’ this year – from bad video call etiquette to buying too much loo roll – and instead encourages them to indulge as much as they want this Christmas.

Deliveroo: ‘Christmas is On!’

This year marked Deliveroo's first foray into Christmas advertising, with a major campaign, ‘Christmas is On!’ The spot features a rendition of the classic festive jingle, We Wish You A Merry Christmas, through a collection of bells, bongs, clangs, tolls, strikes and beeps create the melody of the well known Christmas carol, in an ode to festive deliveries.

Vodafone shares ‘The Magic of Connection’

As if we needed reminding, Vodafone is showcasing the power of technology to keep us connected during the festive season. This ad features a young boy with a broken leg who is forced to stay indoors while his sister has all the fun outside in the snow. His Christmas is saved by the gift of a VR headset, which lets him join in the experience.

Great Ormond Street Hospital

Great Ormond Street Hospital Children’s Charity has brought out an animated film to bring to life the journey patients make from hospital to home at Christmas.

John Lewis. Give a little love

Inspired by the response of the British public to the pandemic during the first wave and the ‘acts of kindness‘ that emerged from communities, for this year's campaign John Lewis and Waitrose have come up with a pandemic theme of kindness and giving to charity, rather than giving presents, which dovetails with its new five-year purpose-led strategy.

Has John Lewis and Waitrose’s “very different” approach to the Christmas ad this year paid off? Marketers certainly seem to think so.

I know there are more than 3 weeks until the holidays, but after the year we have endured, I think we all deserve a break that is happy, healthy and restorative.

As always, if any of this has piqued your curiosity or you simply want a more confidential discussion on any topic and the marketing implications and advertising opportunities let me know.

And stay safe. Stay healthy. Stay sane.

Cheers

Darren