Unwrapping the magic: The Christmas Ads of 2023
Bevic Marketing and PR Assistant, Emily Rhodes shares her take on the Christmas Ads of 2023!
‘Tis the season for heart-warming tales, creative storytelling and the anticipated competition for the best Christmas advert. With such a crowded marketplace brands are competing for our attention like never before, whether by pulling on our heart strings or trying to make us laugh. Ultimately their goal is the same: to convince us to shop with them this Christmas.
So how do the big brands fare this Christmas? Here’s my take:
John Lewis
It wouldn’t be a Christmas ad review without the infamous John Lewis. However, I was left feeling a little underwhelmed at this year’s offering Snapper: The Perfect Christmas Tree. Rather than a tear jerker like the pain-staking bond with a new foster family and daughter of last years, this year’s was a joyful motion to embrace new traditions. Yet it missed the mark for me. Plus the draping off its flagship Oxford Street store in bright green with a huge Venus fly-trap stuck to the side just didn’t scream festive to me. Personal taste aside, Christmas can put a lot of pressure on everyone to be picture perfect and the ending of just a grandma and mum as the family unit was a nice nod to how different Christmas is for everyone and the sentiment of letting your own traditions grow may come as a nice relief to many.
Watch it here: https://www.youtube.com/watch?v=5y0fGsQU5zg
M&S
Just like John Lewis, M&S went with the idea of celebrating your own traditions however, its one that has caused a lot of controversy on social media this year. The advert features celebrities destroying their least favourite parts of the festive season with the sentiment of only doing what you love this Christmas. One well known headteacher shared her view that went viral on twitter implying that the retail giant was ‘putting two fingers up’ to traditional Christmas values such as kindness and giving and should be keeping the spirit of Christmas alive to a nation on its knees. Things only got worse when the brand shared an outtake from filming of an image of party hats being burned and had to apologise as critics branded it "insensitive" and "disgusting", drawing comparisons with the colours of the Palestinian flag. However, in the marketing world we know these things are filmed well in advance and with confirmation of shooting taking place in August, it’s just an unfortunate coincidence.
Watch it here: https://www.youtube.com/watch?v=NJn_KKSNZa0
KFC
One that really tickled me was KFC’s Christmas offering, claiming that contrary to popular belief the customer isn’t always right. In their ad promoting their festive range it shows that for years, their customers have requested they go all out festive and swap their infamous chicken for turkey. But the chain put two fingers up to this and reminded people that they are indeed a chicken chain.
Watch it here: https://www.youtube.com/watch?v=cG1OdjzoMjs
Amazon
An unsuspecting favourite of mine this year was Amazon and I must admit a tear or two may have been shed. The ad ‘Joy Made’ featuring Maya Waterman set to a beautiful cover of The Beatles “In My Life” really was 60 seconds of pure joy, in which a trio of life-long friends relive the joy of their youth atop a sledging hill – all thanks to a flash of inspiration - and a little help from the Amazon shopping app.
The star Waterman said: “I feel incredibly proud to have, quite literally, taken the reins as one of the stars of a global Holiday advertising campaign. Nostalgia in older age can often be framed as something overly-sentimental that you yearn for, so I feel immensely proud that we were able to flip that narrative on its head and tell a story of three women, who don’t just relive memories, but make new ones. I hope audiences of all ages relate to that feeling of shared joy.”
Watch it here: https://www.youtube.com/watch?v=iYXfgfKfHig
Lidl
Another favourite that took me by surprise was Lidl. Their heart-warming advert celebrates the power of small gestures, Racoon goes above and beyond to make one little boy’s Christmas, and is thanked by the families dog sharing it’s Christmas treats with him outside as a thank you. The advert is to remind viewers of the impact that small acts of kindness can have during the festive season goes alongside bringing back their Toy Bank initiative, which last year gave more than 80,000 children gifts who might not have otherwise received anything on Christmas Day.
Lidl GB chief commercial officer Peter de Roos said: “At Christmas, there’s nothing more magical than seeing the joy a gift can bring to a child, and we want to help make sure this joy reaches all families.
Watch is here: https://www.youtube.com/watch?v=L7SpYFZzqlY
Aldi
A customer favourite, Aldi’s adverts have focused on the escapades of Kevin the Carrot over the last few years, however this year's star was William Conker. Based on the classic Charlie and The Chocolate Factory and latest Wonka movie, he invites a motley crew of fruits and vegetable friends to visit his gravy-filled wonderland, but of course, everyone’s favourite festive carrot is there for the ride.
The whole advert is very ‘punny’ and is just delightful. 'Christmas is made magical by coming together and sharing the joy of celebration even in tough times- just like Kevin wants to with his Christmas wish,' says Jemma Townsend, Marketing Director at Aldi UK.
Watch it here: https://www.youtube.com/watch?v=bLT6ISIHqQQ
Of course, Tesco, Morrisons, Asda and Sainsburys have also created their own seasonal adverts, and whilst Asda and Sainsburys have gone down the star-studded route featuring 80’s legend Rick Astley and Mr Christmas himself Michael Bublé, Tesco and Morrisons shunned the stars and went down the feel-good route.
Morrisons
Morrisons 60 second feel-good spot, is set to a rendition of American rock band Starship’s classic power ballad ‘Nothing’s Gonna Stop Us Now’. It gives customers ‘more reasons to shop at Morrisons’ this Christmas by reassuring them that just like the humble oven gloves, the supermarket is on hand to help.
Watch it here: https://www.youtube.com/watch?v=6t78eboxmkM
Tesco
Tesco’s although late to the party was my favourite of the Big Four. The campaign acknowledges that not everyone finds it easy to feel in the mood for festivities, right down to its name, Helping You To Feel More Christmas. Set to OMC’s How Bizarre, the lyrics perfectly encapsulate just how ‘in-your-face’ the festive season can seem to people who don’t get into the Christmas spirit – that is, until you join their ranks.
Watch it here: https://www.youtube.com/watch?v=efQfDORyFxo
It seems when we’re in a world where there’s a lot to cry about at the moment, big brands have opted against trying to reduce consumers to a puddle of tears and instead tried to bring joy with their adverts. Whilst I appreciate brands trying to say it’s okay to do Christmas however you want to, in a time of such uncertainty I think the traditions of Christmas provide a sense of stability to many of us.