Here’s our round up of the 2015 Christmas TV adverts from the major retailers.
No cute penguins from John Lewis this year. Instead John Lewis teamed up with Age UK to help raise awareness of loneliness at Christmas. The advert ends with the slogan ‘Show someone they’re loved this Christmas’. Many have slated John Lewis saying that the £7m budget would have been better spent as a donation to the charity. However, at the end of the day the money was always going to be spent on an advertising campaign and this advert does at least raise awareness of the issue whilst appealing to its middle class target audience and raising brand awareness, its ultimate objective.
Marks & Spencer
‘The art of Christmas’ nine-advert campaign from M&S showcases a series of Christmas moments (occasions). M&S is appealing to a younger target audience with its ad set this year. It’s hoping that its box-set approach will capture the feeling of anticipation and show how M&S can help make each moment special.
Continuing their ‘Found It’ campaign from 2014 Debenhams focuses on the joy of searching for the perfect gift for your loved one. Debenhams’ marketing director Richard Cristofoli told Marketing Week: “We feel that you don’t have to completely reinvent yourself every single Christmas. The ‘Found It’ message is all about making it easier to associate a gift with an individual and to communicate how much we understand our customers. We’ve taken that one step further this year with a more personalised narrative.”
Tesco has taken a different approach and rather than one big block busting advert is running a series of mini adverts. Each ‘little helps’ advert promotes a different benefit the store has to offer such as helpful staff and traditional Christmas favourites.
Our favourite advert this season is the Sainsburys advert starring Mog the cat. Titled ‘Mog’s Christmas Calamity’, the full length 3’30″ TV ad has been adapted from a book written especially by Judith Kerr. Sainsbury’s will be selling the book and a Mog soft toy in stores, with all profits from both items going to Save the Children’s work to improve child literacy in the UK.
Which one is your favourite this year?