Irish Christmas Ads in 2020

2020 has been a year like no other for marketers - well crafted plans were thrown out the window before St. Patrick's Day and marketers, like everyone else, started to adapt to the new realities of lock downs, click and collect and in the case of tourism and hospitality a devastating year where many places will have been closed for most of it.

With all the challenges from a structural and financial perspective, the fact that any commercials were able to be commissioned, created and filmed is a testament to the marketing teams and creatives around the country.

A Festive Five

Supervalu (TBWA\Dublin) took a risk by moving on from product based adverts and created a story with a twist that captured the worries of the little boy quite nicely. It reminded me of the Lidl advert from 2016 (Antidote, Chemistry & Henry Mason) in terms of getting to the emotional heart of Christmas and family. The lead boy wearing his GAA jersey with Supervalu logo is a nice little touch by the creative team. I cannot fault Dunnes Stores for re-running their Christmas advert for year three (from the same team as the 2016 Lidl one) but most of the other retailer adverts are more pedestrian and functional in nature. I think Kevin the Carrot has run its course as its always better to go out a year early than a year late.

Keeping with the theme of this being a different year, Intersport Elverys also had a young boy as its lead (although female sports are brought to the fore early) doing the traditional writing of a letter to Santa, however his wish of just wanting to play sport is certainly something all sports fans can appreciate. The tagline of Sport Makes It Magic is a nice way to tie the elements together. Interestingly the team came via The Indie List with the ad created by Bren O’Flaherty and Rubberduck, I expect more usage of freelancers given ongoing uncertain budgets.

Most of the leading Irish adverts make overt reference to Covid, Woodies (Rothco) did not and their advert could be from any year and has a certain John Lewis vibe and I am sure the Woodies marketing team would like those budgets, however it certainly communicates giving and helping others.

Charities have had it tougher than most in 2020 with the traditional fundraising gone by the wayside for all of them and with Christmas being a key giving time, breaking through to both raise revenue and awareness for those who might need support. The Company of Huskies campaign for St. Vincent de Paul (Impossible Choices) highlights the challenges that many people will face this Christmas and provides a stark reminder to the rest of us, how lucky we are. As well as TV, OOH, Radio and digital, there is a giving element to help replace the traditional collections that normally take place around offices with virtual donations through their website (SVP Annual Appeal 2020-2021 | Gift Appeal ) ensuring children and families will have a little of what they need this Christmas.

An Post have had some great initiatives during Covid with the “Come together by staying apart" free postcard campaign earlier this year seeing over 5 million cards distributed to share when everyone was apart, so it stands to reason that giving Christmas Cards would be at the heart of this year's campaign. Folk Wunderman Thompson "Make a Memory" connects the old and the new and reminds us how a Christmas card can both bring back memories and joy. In an era where social media has impacted on the humble Christmas Card, this is the year, if ever there was one, to send cards and letters beyond the North Pole.

Back to the Future

This year, more than others, having an advert that will make you feel warm and nostalgic (always important attributes in a Christmas advert) are the ones that will continue to resonate. Nostalgia also helps companies who have built up the brand equity over many years by using the same advert and so are impervious to the real world. The benefit of consistent brand marketing means that Kellogg's little girl meeting Santa, the Coca-Cola Truck and Guinness Home of the Black Stuff are ads that continue to have that little sparkle of Christmas magic.

Christmas adverts tend to have a time capsule appeal of reflecting on the type of Christmas we would like to have, this year's adverts are no different because this year we all need a little Christmas magic.