Christmas is a time of joy, love and community and with 2020 being such a strange year, we need Christmas cheer more than ever.
Enter, the 2020 Christmas adverts – and this week, they have really dominated the headlines.
Spreading the love
Probably the most highly anticipated Christmas ad each year comes from John Lewis and this year’s advert didn’t disappoint. With the message to ‘give a little love’, their heartwarming ad focuses on acts of kindness and was inspired by the public spirit shown during the coronavirus pandemic. It’s been a difficult year for many, and what better way to end on a high than spreading the love to family, friends and key workers in whatever way we can.
Alongside their festive ad campaign, John Lewis and Waitrose brought these acts of kindness to life and into their stores, saying that ‘together we can make a big difference’. This festive period, they will be supporting Fare Share and Home Start by encouraging shoppers to text donate to their chosen charities, purchase one of their bespoke gifts, or spread the love in whatever way you can – whether it’s making a cup of tea for someone you live with or messaging someone you haven’t seen in a while. Don’t forget, a little bit of kindness goes a long way!
So on trend
The sign of a good advert, is when it’s relatable for the audience. In keeping with Brit’s current situation, some of this year’s Christmas ads did just that. Morrisons and Argos both focused on families spending time together at home, whereas Aldi and Coca-Cola showed loved ones being reunited.
Emma Macdonald, professor of marketing at Warwick Business School, said brands have had to tread a “tricky line” with the themes around their festive campaigns this year. “At the moment, it’s really important for brands to stand for something meaningful, rather than just selling lots of stuff.”
We couldn’t agree more!
However, some of this years’ Christmas ads have sparked some controversy
Talking of relatability, some people have argued that they were unable to relate to Sainsbury’s Christmas ad, as it highlights a Black family. The ad has received controversial feedback online, with some saying the commercial was ‘not representing them’ and others claiming they will boycott Sainsbuty’s because of the advert.
The question that posed others’ lips is how they can relate to Aldi’s Kevin the carrot more than the family pictured in the Sainsbury’s advert…..
An interesting story to arise off the back of this year’s Christmas ads but we’re all for spreading positivity and good vibes this festive season.
In the wise words of Buddy The Elf, “The best way to spread Christmas cheer is singing loud for all to hear”.
What are your favourite Christmas adverts this year? Let us know via our social channels and continue the conversation!
Until next time…
Mc&T
