The Christmas Adverts are Go!
With Halloween and Bonfire night out the way, it’s full Christmas mode here at Bevic HQ and nothing marks the start of the festive period quite like the blitz of Christmas adverts on the telly.
The anticipated competition of who will have the best festive advert ramps up each year - Who will take a political stance? Who will trend on Twitter? Will it inspire another Christmas no 1 single?
First out of the blocks this year with a (very) early Christmas advert was…Very, the online catalogue retailer.
Facing backlash for bypassing the unwritten rule of waiting until after Halloween, their ‘Gifts for all your Christmases’ soundtracked by Wizzard’s I Wish It Could Be Christmas Every Day, emphasises that there’s so much more to Christmas than just the big day and celebrates all those special moments that make up the festive period. Whilst a nice sentiment timing really is everything and mid-October was just far too early.
John Lewis appeared to pick up on our eagerness for their annual release, offering a first look to those who downloaded their app by the end of October. Their 2022 tear-jerker ‘The Beginner’ soundtracked by a slow cover of the Blink-182's ‘All the Small Things’ emphasises that it’s the little things we do that mean the most. With their simple yet moving ad, the retail giant aimed to raise awareness of the challenges faced by children in care, stating they “recognise families come in all different forms” and wanted to “focus on a kind of family that is often overlooked”. Customers can buy products from the ad, including the skateboard, with 25% of the sales sent to the two charities, Action for Children and Who Cares? Scotland. The response to the advert has been a resounding success with many complimenting the retailer on covering such an important topic.
Onto our personal fav, ASDA. A true spark of genius with their Have Your ‘Elf a Merry Christmas’ nothing says Christmas quite like Buddy the Elf and hats off to whoever had the job of editor. After a tough couple of years, the supermarket giant wanted to “create some festive magic and help give families a Christmas to remember together” and it definitely put a smile on our faces.
So, who else has launched their Christmas adverts?
Marks and Spencer Christmas Ad 2022
Marks and Spencer – Has two adverts on the go – one focused on food, the other on clothing and gifts.
‘Fairy is back and is joined by her new sidekick Duckie!’ Clothing – ‘Gifts That Give’
Dawn French as Fairy is back for another year and this time she’s got a friend tatty dog toy Duckie, voiced by non-other than her TV bestie, Jenifer Saunders, resonating with more households than ever after the puppy boom in lockdown. Although an iconic duo, the advert does feel a little flat when listing their festive food range.
Their clothing ad ‘Gifts That Give’ is a heart-warming ad that comes just at the right time as it's set to donate £1million to the Neighbourly Foundation, a charity that supports local community causes across the UK.
Aldi Christmas Ad 2022
Aldi: ‘Feast of football’ and ‘Home alone’
A two-part advert sees the return of Kevin the Carrot. This Home Alone parody sketch sees Kevin left behind from his family’s holiday to Paris before tapping into the upcoming World Cup and getting ready for the tournament.
Similarly to Adsa, the retailer has tapped into a fun, nostalgic, iconic festive film that will be enjoyed by many. However, they haven’t avoided controversy thanks to a strategically placed carrot on a snowman that some have deemed ‘inappropriate’ for a family advert, whilst others have plauded the retailer for the subtle use of humour.
Sainsburys Christmas Ad 2022
Sainsbury’s: ‘Once Upon a Pud’
Shining the light on their Taste the Difference Christmas range in a slightly different way this year, focusing on providing alternatives for those who aren’t fans of the traditional Yuletide treats rather than the luxury quality aspect with who else but girl-next-door presenter Alison Hammond. Will it be the most memorable Christmas ad? Probably not but you can’t help but smile at the nation’s favourite Brummy.
Lidl Christmas Ad 2022
Lidl: ‘The Story of Lidl Bear’
We love a good pun here at Bevic and apparently so does Lidl. Their Christmas ad follows the story of an unlikely festive star Liddle Bear who accidentally raises to fame following a tumble drier incident (we’ve all been there). Whilst it might seem like he is living the dream by the end of the ad our furry friend has realised what really matters, being with the people who care about him at Christmas.
With all the challenges currently facing the public, it’s a difficult context to be advertising the joy of Christmas, opulence and encouraging spending. It does seem that nearly every brand this year has toned down their Christmas ads, opting for a more muted, less thrills approach, albeit with a sprinkle of Hollywood here and there - to avoid seeming out of touch with customers during the current cost of living crisis.
However, people don’t always want their situation reflected at them, and Christmas is also about having fun, the importance of family and supporting others. Overall, the retailers have also moved away from the ‘woke’ approach which dominated the conversation last year, preferring the nostalgic, fun tone and calls to support others less fortunate. These iconic brands understand the importance of tapping into their customer’s feelings and attitudes so getting the tone right is vital in supporting their brand image and values for a successful festive season.
Who gets the Christmas ad crown for you this year?