In the yuletide rush, brands often fall into the trap of creating Christmas ads that are more about industry prestige than driving sales.
These navel-gazing campaigns, while often heart-warming and visually impressive, often prioritise artistic execution and public approval over measurable outcomes – but do they deliver any real impact?
We’re about to delve even deeper into a recession and many consumers are faced with the cost of living affecting their celebrations this year – yet millions of pounds are being spent hiring celebs and creating feature film style Christmas ads. Surely the time is up?
Iceland and Co-op certainly think so, having decided to forgo the traditional expensive ad campaign in favour of dropping prices or matching charity donations.
Axe + Saw founder Rachel Allison shares her take on this year’s crop of Festive ads, looking at how they have lost their Christmas spirit and if they can find it again?
As we immerse ourselves in the annual tradition of scrutinising the UK’s Christmas adverts, one can’t help but notice a peculiar trend this year.
Despite the warmth and resonance these adverts usually evoke, a sense of disconnection looms large in the holiday air. In a time when the cost-of-living crisis has heightened, the extravagance of these adverts seems a touch out of step with the pulse of the nation.
A very merry Christmas
Let’s look at Tesco – the jovial narrative, designed to spark a sense of festive nostalgia, falls short of addressing the more pressing concerns of the present day. While the intent to invoke the ‘weirdly wonderful’ essence of Christmas is commendable, there’s a sense of incongruity when the realities of an impending recession are so conspicuously absent.
This seems to align with the John Lewis ad which opted for an unexpectedly light-hearted childlike narrative via the Venus fly trap, a clear pivot from their normal tear-jerker formula. So have the creative boardrooms decided we should all stop moping and have some fun? Who decides when real-life societal moments are worth immortalising in our Christmas ads?
After the emphasis on inclusive representation in 2020, a shift from representation of diversity could be perceived as a retreat to a ‘safer’, more traditional approach. Is diversity only reflected when it’s seen as a trend? With all this in mind, what guides retailers or their teams when deciding what tone to strike when it comes to Christmas ads, and why is it only sometimes that it feels relevant to highlight the communities they are trying to serve societal challenges?
Is the purposeful omission a strategic move to distract us with the allure of seasonal treats, or a simple oversight on the part of advertisers? How do retailers strike the right cord when so many of their customers will be heading to food banks or getting into debt to make Christmas dreams that are sold back to people by these very ads, come true?
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The power of nostalgia
The recurring theme this year seems to be nostalgic connections, both emotional and human. On one hand, retailers are reaching for our heartstrings, hoping to coax open our wallets amidst the cost-of-living crisis. On the other hand, there’s a noticeable emphasis on their products, which appears to be a bid to offer reassurance.
Many renowned brands have channelled substantial budgets into elaborate, seemingly disingenuous portrayals that fail to resonate with the current societal pulse.
These adverts, with their grandiose settings and carefully orchestrated emotional narratives, seem to neglect the present struggles faced by a significant portion of the population. The disconnect between the opulence on our screens and the financial strain felt by many families is stark and unsettling.
It’s almost as if the fundamental point has been missed —that genuine empathy and understanding of the current climate would go much further in touching the hearts of the audience. Rather than relatability, the focus appears to be more on creating a picturesque, almost utopian, world that seems far removed from the reality faced by most.
This latest offering, while likely to evoke a sense of Christmas nostalgia for some, may not leave a lasting impression due to its lack of engagement with current societal and economic realities. It seems that the critical task of striking a balance between festive cheer and genuine empathy remains a challenge for advertisers.
In a year overshadowed by economic challenges, authenticity and a reflection of genuine empathy would resonate more deeply and meaningfully with audiences craving a connection that goes beyond the glittery facade of festive advertising.
