The Christmas ad formula? Kids, animals, but, most of all, emotions
Argos kicked-off this year’s seasonal offerings with a rocket-powered sleigh, closely followed by House of Fraser, Boots, John Lewis and Waitrose. Then, after a little break for Remembrance Sunday, Sainsbury’s finally revealed its wares with a singalong-a-sprout, sparking a Twitter frenzy.
Christmas TV ads have become a British tradition, discussed and debated as much as Bake Off, Boris and Brexit.
In a time of increasing virtual and geographical separation, Christmas is the one time of year where friends and family come together and at least try to pretend to get on, wayward teenagers still demand a stocking, and families, who have spent the year glued to individual screens, squash together on their new sofa (delivered in time for Christmas) to watch the same thing. Kindness reigns ... ish.
Out on the high street, Christmas is the biggest sales drive of the year. However, for businesses it can be a hard time to sell, as the whole country is generally, well, a bit knackered. People don’t want to be sold to; they want positivity and reminders that they’ve slogged their guts out all year for good reason.
People don’t just want their heartstrings plucked, they want them stripped out and knitted into a Christmas jumper
They want to be reminded that they will soon be pressing pause and returning to a simpler time full of sparkly lights, delicious food, plinky-plonky music and good telly. They want to laugh (or cry) together. They don’t just want their heartstrings plucked, they want them stripped out and knitted into a Christmas jumper. They want to be entertained.
Back in the day, Marks & Spencer offered up a celebfest at Christmas to rival the Morecambe and Wise Christmas specials, but other retailers have joined the party and the competition to stand out is now at an all-time high.
And standing out has changed beyond recognition. The public is now paying to avoid ads, so getting the viewer’s attention in the middle of Corrie is no longer enough. The viewer has the power. If it doesn’t deliver, skip. If it doesn’t entertain you, skip. If it’s not offering three for two, skip skip skip.
To reach consumers, companies need to connect on a deeper, more lasting level – emotionally, through hearts and minds. Advertising needs to make consumers stop in their tracks and feel something: wind them up, make them laugh (or just smile), make them feel like dancing.
This applies not just to the huge brands lucky enough to be able to afford to create big, cinematic campaigns. It’s also really relevant to smaller companies trying to connect with their audience.
You don’t need huge amounts of money to dream up a brilliant idea that makes someone smile. In store, this can create a powerful and immediate connection; but it can also be through social media, where brands can have a proper chat with their customers. Put a grin on their face and they’ll remember you.
For the past few years, John Lewis has had a winning formula of its own: a song, a child, a toy animal that can be purchased in store. Hare, bear, penguin, boxer dog and, this year, a cuddly monster. The hype around the John Lewis ads is unprecedented and has even spawned parodies of its own.
Last year’s M&S ad, featuring a kick-ass Mrs Claus, rode the cultural wave of strong, empowered women who took no shit. It was a zeitgeist thing – we had Michelle, we had Hillary. You could argue that even Theresa looked promising for a short while. Janet McTeer as Mrs Claus, with her red boots and can-do attitude, fitted right in.
This year, M&S has partnered with the season’s blockbuster, Paddington 2. Paddington, a refugee no less, is defined by his kindness, compassion and desire to help others, and has a simple, pure, happy way of looking at life.
The result is a film designed to make the audience smile and remind them of the good in the world. If you can’t do that at Christmas, when can you? The burglar even says: “Thank you little bear.” And yes, that’s definitely thank you, to clear up any confusion – it is Paddington after all.