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Every year there is a battle for our hearts and wallets from the big retail players out there and often this begins at the end of November with the Christmas Ad. Big budgets are now not unusual for these mini soap operas that are played out on our screens every December, but this year who wins?
This year we have decided to put our thoughts down on paper on what we think to each of, what we consider, the best Christmas Ads of 2019.
John Lewis/Waitrose Christmas Ad
Nigel…
For me, Christmas doesn’t start until 1 of 2 things happen. Hans Gruber falling off the Nakatomi Building or the John Lewis Christmas ad.
This year they refrain from the real tear-jerker for a heartwarming tale of friendship. The production values are top-notch and the story is good but based on what has gone before this one falls short for me. It seems more of an exercise to sell cute dragons than building brand value.
Steve…
It’s been a hard year to be a dragon – this year’s final season of Game of Thrones failed to be the usual crowd-pleaser, and now Edgar the Dragon can’t join in with the Christmas festivities, without melting snowmen and setting fire to Christmas trees.
Honestly, I’m a bit underwhelmed. Whilst it’s about an unlikely friendship and how even small gestures can make all the difference, I can’t help but think it’s not as powerful as what they’ve done with the same material in the past – the Bear and the Hare, the Man on the Moon and Monty the Penguin all spring to mind. Perhaps the bar has been set so high by John Lewis, the masters of the Christmas branding advert, that I expected so much more?
Still I’m sure they’ll sell plenty of Edgar the Dragon toys this year – a slice of which is going to UK food poverty charity: fareshare.org.uk, so maybe I should stop being such a scrooge about it.
Helen…
The John Lewis advert is iconic, every year they have an advert that pulls on the heartstrings of its millions of viewers. This year I think they’ve done really well in finding something where people have sympathy for the adorable mascot but also relatability from feeling like they’re an outsider or they can’t do anything right.
I think this year is really one to remember with naming the mascot ‘Excitable Edgar’ and using the hashtag ‘#ExcitableEdgar’ to get people talking about it.
Tesco Christmas Ad
Nigel…
I feel Tesco have upped their game this year. Their usual offering usually remains unmemorable. As a Tesco customer, they often have the opposite of putting me of shopping there as the ads are so uninspiring.
This year the travel through time over a hundred years, delivering food and joy is interesting with plenty of cameos from Christmasy past growing up.
Great work on the 100 years theme, just a shame Sainsbury’s have trumped them with 150 years.
Steve…
What about all the people who were expecting their Christmas Eve deliveries? I’m not sure there’s a form on the website to complain that your Port and Mince pies were delivered to Winston Churchill by mistake!
But seriously, Tescos has been Celebrating their success of 100 years in business with promotions all year round and the Christmas Ad this year is looking to highlight their focus on friendly customer service over the years. The hard-working Tesco delivery man on his last shift before going home to his family for Christmas, keeps a smile on his face, even in the face of unexpected Back to the Future inspired, time travel shenanigans. And if it gives them the chance to show off plenty of their Christmas produce, then what’s the harm?
It has a sense of fun that can be missing sometimes in the other Christmas ads who try to ape John Lewis’ “tug at the heartstrings” approach – which isn’t entirely missing from this advert when his kids rush out to see him at the end.
Helen…
I think this year is probably the only time I’ve remembered and been impressed with Tescos advert. I think they did well in capturing the viewer’s attention by showing iconic moments and dress styles from the different decades as well as including all ages having fun and whilst having moments that everyone knows about and remembers.
I think Tescos have done really well in catering for all generations.
ASDA Christmas Ad
Nigel…
Asda, Asda Asda. I always think they try too hard. Trying to tell a story, but also making sure they get as many products as they possibly can cram into an ad. This year is better. The full ad certainly sets the scene and makes you feel good. You just know though that the shorter follow up ads will be all about the products they sell whilst only remotely related to this ad.
PS. I do like how they have incorporated the children and glass jar into the logo though. Nice touch.
Steve…
This one feels more like a Christmas kids movie than an advert, with Hollywood level effects to match. It’s about how a little act of generosity from a young girl, inspired by the stories from her late Grandad, can snowball into something bigger, to spread some “Christmas Magic” around the neighbourhood – and even her big brother can’t help but leave her a surprise for when she wakes up.
It’s a world of difference from their usual advertising, which even at Christmas tends to focus more on products and savings, this year opting to reach a broader audience with an extra layer of emotional story telling.
Helen…
Considering it has been out for nearly a month this is my first time seeing this advert. From my first impressions, I just thought it had been done before many, many times. I’m sure I’ve seen a girl making something with her Grandads old stuff and something to do with Christmas, it just seems too familiar.
Although it may cater to the youngest generation, anyone over the age of probably 12 (unless they still believe in Santa) just isn’t impressed by that or interested, I like the sort of theme of magic coming alive and the magic of Christmas but its just something done before.
Sainsburys Christmas Ad
Nigel…
Anything John Lewis can do we can do too, I think is the message from Sainsbury’s. And this year they have certainly gone for it, by rewriting the Christmas story and suggesting they were responsible for Saint Nick.
One of the great things about a Sainsbury Christmas ad is even the first time you see it you know its Sainsburys. The way they use the colour orange makes it obvious. A great piece of branding.
I also like how they have incorporated modern London in the film with the Shard and the London eye in the background of a few scenes. The story is a bit twee for me, but very well executed. Still doesn’t beat the 2014 ad though. That is the best one ever in my opinion.
Steve…
Like Tesco, Sainsburys has been in business a very long time – and is keen to lean on that in their Christmas adverts – most famously 1914 about the Christmas truce in the trenches.
This year they are celebrating their 150th year in business, and using the trappings of a Dickens story we see poor orphan boy “Nicholas the Sweep” who after receiving an act of kindness, undertaken by Founder Mary Ann Sainsbury of course, climbs down the orphanage chimney and placing oranges in his friends’ stockings while they sleep – before donning a red hat a cape – alluding that he will grow up to be Santa himself.
The campaign aims to celebrate the role Sainsbury’s has played at Christmas over the past 150 years. Along with the tagline “Helping make Christmas, Christmas – since 1869”, it cleverly attempts to tie Sainsbury’s 150th anniversary to the “origins” of Father Christmas.
Helen…
This years wasn’t really memorable and I thought there was good and bad parts. At the start I thought it was far too scary for the young children and also I didn’t really understand where the storyline was going and how did he end up in a snowy field in the middle of nowhere?
I thought it was nice the lady giving him the oranges and obviously that was to show Sainsbury’s hospitality since day one. The ending I thought was the best especially for younger children as a sort of ‘origin/birth of Santa’ story which helped the story become more meaningful however only the people watching properly would notice the subtle ending.
Joules Christmas Ad
Nigel…
The old Christmas classic is resurrected here with Wallace and Gromit. Tying in the ease Wallace’s ‘push of a button’ inventions with the ease of ordering online, it’s a great idea that comes across well. Plus the humour that you always get from Wallace and Gromit make it a Christmas winner in my book.
Steve…
Maybe it’s just because I was the right age when they were first on TV, but Christmas will always be closely linked to Wallace and Gromit for me. I’m sure that’s not a fact that was missed by Joules when contracting Aardman to animate this for them – and apparently it’s the 30th anniversary of both Joules and Wallace & Gromit.
Wasting no chance to show the products – Select Joules products made from clay appear in the 40 second scene; mugs, reusable water bottles, a green handbag and even a “Cracking Christmas Jumper” worn by Wallace are all available to purchase. The theme of the campaign is ‘by the click of a button’ (although by the eccentric inventor’s iconic remote, not computer mouse) showing how customers can quickly order Joules items to arrive in time for Christmas.
Helen…
As a huge Wallace and Gromit fan I loved this advert, Wallace and Gromit are just characters loved by every generation, I’ve never known someone to not like them and what’s not to like about them?
I think joules have done really well in choosing the right characters and although I never really shop in joules, its made me think about the shop more. I think its done really well in showing all generations and genders that they can shop in joules.
McDonalds Christmas Ad
Nigel…
Considering the bad press McDonald’s get for their fast food, they have, with this Christmas ad, tried to redress the balance with Reindeer Treats. Basically a rehash of their carrot sticks.
Nicely done with a mixture of animation for the Childs imagination and real-life filming for teenagers and adults. The film strikes a nice balance between family time being important and their fast food. For me, it’s OK, but not very memorable or inviting. But who knows how hungry my family may be on Christmas Eve evening.
Steve…
McDonalds built on last years ‘Reindeer Ready’ concept which saw Santa Claus head to McDonald’s so his reindeers could have a snack on Christmas Eve night. For 2019 they have build an animated story around this strategy. Of course Ellie’s Reindeer turns out the be the family dog, in fake antlers and a tutu no less, but it illustrates scenes that will be recognised by parents across the country, as the whole family comes together over a McDonalds drive thru – with free carrot sticks (sorry reindeer treats) on Christmas Eve.
There’s several pieces of tie-in merchandise, an online reindeer storybook for example. And it’s part of McDonald’s perpetual campaign to remind people that they do offer healthy options on the menu, alongside the usual burgers and chicken nuggets.
Helen…
I liked this years McDonalds advert but for the same reason I don’t like it, its a nice storyline but it seems to happen in every McDonalds advert, Christmas or not. It always seems someone in their house wanting something from McDonalds and sometimes not even a normal thing like the reindeer treats or that time the pregnant woman wanted a load of gherkins (ew).
I do like the idea behind it although it has nothing to do with McDonalds until the end, it has a nice display of young kids imagination and a family coming closer together. Mixed opinions on that one.
