Kantar: Brands must ensure Christmas ads ‘strike appropriate note with public’

Kantar’s head of creative excellence, Lynne Deason, has warned brands will need to ensure their Christmas advertising campaigns strike the appropriate note with the public as 50% of consumers plan to spend less on the festivities this year as the ongoing cost-of-living crisis continues to intensify.

Deason said brands need to be sensitive to this emotional context and the reality of people’s financial positions, particularly in their advertising campaigns as new research revealed only 18% strongly agree that they are looking forward to festive ads this year, down five percentage points since 2021.

Some have also said they feel these ads set unrealistic expectations for spending.

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“There’s been a clear shift in public sentiment around Christmas ads and brands will need to balance celebration and excess in their content in 2022. That doesn’t mean, however, that they should fall into the trap of gloomy, downbeat ‘sadvertising’,” Deadon said.

“People still want to be uplifted, in fact even more so when times are tough. Brands who also take active steps to make a genuine difference to those in need this Christmas will be appreciated and remembered.”

She added: “Christmas ads continue to play an important part in kicking off the festive season for many people and giving them a boost, but brands must ensure they deliver their messages in a way that doesn’t feel out of reach or out of touch this year.”

So far, Very has kicked off the festive season with a Christmas TV advert which celebrates the “lots of days” of Christmas – the key moments that make up the holiday period.

The 40-second film kicks off Very’s multi-media Christmas campaign, which will be running throughout the festive period and inviting viewers to embrace all the days which make the season so special.

To watch Very’s Christmas advert, click here

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