It wouldn’t be Christmas without a festive song or TV advert. In fact, Christmas ads have become about as big a part of the season as Santa himself. Each year, brands pull out all the stops to create the most moving and memorable Christmas ad of them all and 2019 did not disappoint. Here’s our roundup of the top five for this year.
1. John Lewis
It’s fair to say that John Lewis rule the Christmas advert game. The retailer’s ad is the one that most consumers wait patiently to see. This year introduced audiences to Excitable Edgar, a dragon who can't play with the other children at Christmas because his firey breath keeps melting all the snow. The ad has a heart-warming happy ending when Edgar puts his fire to good use after all and helps out with Christmas dinner. The John Lewis advert song usually hits number one in the charts – proving that this advert has a lasting impact on viewers. Will it be the same this year for ‘Can’t Fight This Feeling’ by Bastille’s Dan Smith?
Argos chose to play on the nostalgia of their famous catalogue - which many consumers have fond childhood memories of - in this year’s Christmas ad and it worked a treat. The retailer has given the catalogue - which has been around for 46 years - a starring role, renaming it ‘The Book of Dreams’. The ad features a dad picking out a drum kit from the catalogue which magically appears, transforming the kitchen into his own private gig.
Ikea’s first ever Christmas advert sees ornaments come to life encouraging a couple to spruce up their drab home. As part of the campaign, Ikea is holding in-store events across the UK to help customers make their homes festive, including ‘treetorials’. The ad highlights what Ikea is about and also encourages people to go in store for an immersive experience, making it a marketing success in our book.
Aldi have successfully created a loveable mascot in Kevin the Carrott, a cute character who has appeared in their Christmas advert for the last four years. In this year’s ad, Aldi makes reference to popular fictional characters in order to win the hearts of viewers – with ‘Tiny Tom’ and the ‘Leafy Blinders’ making an appearance in the festive clip.
Walkers landed the queen of Christmas herself for this year’s ad – the one and only Mariah Carey. The deal cost a whopping £9million, but with a famous face to your brand like Mariah’s it’s likely worth the spend. The campaign looks to tap into a cultural moment around Carey’s song, which celebrates its 25th anniversary this year.
At Only Marketing, extraordinary creative thinking is at the heart of everything we do. If you'd like help in crafting an impactful and dynamic ad campaign, get in touch today. We'd love to hear from you!