“The last thing audiences want from brands is reality played back to them in an endless loop of lukewarm, sentimental ads,” said Annie Little, strategy director for agency InitialsCX.
As Damien Rice sang, “They’ll call it Christmas when the adverts begin,” and we are fast approaching that time of year. Once Halloween has passed, it’s open season and UK households will begin to witness a flurry of Christmassy advertisements.
We are all au fait with the familiar tropes of the Christmas ad… mythical creatures, festive songs, intentionally emotional scenes and slowed-down covers of classic songs. Creative agencies spend months working with British retailers to ensure they curate the most distinguished and acclaimed films.
Over the last two years though, many brands have made a departure from the classic ‘family around the tree opening presents’ story, instead incorporating the challenges of the Covid 19 pandemic into their festive marketing campaigns.
Amazon’s past two Christmas shorts have touched on the mental impact of isolation during lockdowns. While the company’s 2020 advertisement followed the story of a ballerina confined to her family’s apartment, the brand’s 2021 campaign explored the anxiety associated with emerging from years of seclusion.
Big four grocer Tesco also decided to integrate Covid 19 themes into its recent Christmas campaigns. Two years ago it told the nation that the ‘naughty list’ had been abolished after such a challenging 2020, while its 2021 offering invited a whirlwind of controversy when it depicted Father Christmas using a Covid 19 passport to get through airport security.
But should Christmas ads really be politicised to reflect the demanding times we live in?
Though the pandemic feels like a thing of the past, this year has brought its own troubles. The cost-of-living crisis has starved families of food and money, the energy crisis will see households go cold this winter, the pound continues to climb, and the UK has recently secured its third prime minister this year alone.
Will brands incorporate these themes into their Christmas campaigns to create ‘sadvertisements’? Or will they dodge the political minefield altogether?
InitialsCX strategy director, Annie Little
“This will be an especially difficult year for brands hoping to stand out from the competition, as Christmas shoppers are faced with the cost-of-living crisis and will be thinking of cutting back on their usual festive budgets.
“But as the crisis deepens in the face of inadequate government support and the nation is desperately looking for silver linings, the last thing audiences want from brands is reality played back to them in an endless loop of lukewarm, sentimental ads or to demonstrate empathy by running campaigns that ‘proclaim we are all in this together’.
“People are searching for light relief. They want to laugh.
“Humour appeals in times of hardship and can be a very powerful tool to connect with audiences, diffuse tension, foster trust, and compel others to your point of view. When we laugh – whether through a screen or with others – we get a cocktail of hormones that strengthens our emotional bonds in a way that wouldn’t otherwise be possible. Studies show it makes us more resilient.
“This Christmas, brands trying to crack the Christmas advertising effectiveness nut should look to imbue comicality and levity into their advertising, albeit with nuances of British witticism.
“As we stare down the barrel at a dystopian future, the British like to think like realists – when misery can’t be avoided, we believe it might as well be laughed at.
“If the crisis steals Christmas, the greatest hope can come from humour.”
BigSmall partner, Matt Edwards
“The way the big Christmas advertisers react to the cost-of-living crisis will differ by sector. The perfume and luxury brands will plough ahead with their leopards draped in diamonds and breathy couples embracing on 1920s railway platforms. Meanwhile, the supermarkets will be ‘on your side’ with discounts on ‘the things that make Christmas, Christmas’.
“Expect to hear lots of ads starting ‘we could all use a little extra help this Christmas’ as a run in to a parade of price cuts.
“Beyond these sectors, I suspect we’ll see some brands go down the route of ‘Christmas is all about the people you spend it with,’ with an idea focusing on spending time not money.”
Kantar UK head of creative excellence, Lynne Deason 
“Christmas will be particularly tricky for advertisers to navigate this year, as they deal with the cost-of-living crisis on top of an unusual media cycle, with the football World Cup falling bang in the middle of the golden quarter.
“Festive campaigns have become part of the holiday season itself in the UK. They make people smile, feel joyful and for many of us they signal the start of Christmas. We look forward to them.
“This year especially with the ongoing pressures that consumers are facing, people will want to be uplifted by Christmas ads. Yes, brands need to be careful not to appear tone deaf to what is happening in people’s lives, but reinforcing the sense that times are tough right now is not what we need.
“There will likely be an emphasis on offering value to consumers but it’s not simply about focusing on the lowest cost. For many, Christmas is the biggest occasion of the year and brands can help to reassure customers that their products and services will help make Christmas feel extra special while still offering great value for money.
“As we saw during Christmas 2020 at the height of Covid, viewers will enjoy ads that tap into nostalgia, something that we know people find comforting in times of crisis. Humour, music and emotive storytelling are all creative tools that can help brands make their ads stand out in a competitive advertising landscape.
“Brand partnerships with charities are a good way for brands to make a difference to people at this time of need, and those that take genuine steps to help will stand out. Aldi has partnered for example with Neighbourly, which helps to distribute food to local charities.
“However, across all of this, advertisers must ensure their brand is at the heart of their creative approach and messaging.”
It looks like brands will opt to keep things light, with a focus on entertainment and value for money with their advertisements this year. Perhaps their gift to us will be a welcome distraction from the unpredictable and difficult year we have had so far…
Let the season of Christmas ads commence!
