The advent of the John Lewis & Waitrose Christmas ad was met with the usual hype. A mysterious 10-second teaser was published. As expected, it triggered a social media feeding frenzy. And then the ad arrived. It’s nice. But this year, there have been Christmas ads that are much, much nicer.
Chris Little, Group Creative Director, Ogilvy Sydney & Brisbane wonders if your top ads this year align with his:
Like a bunch of overzealous relatives at Christmas lunch passing comment on the turkey, the ad industry sharpens its red markers and eagerly waits for the first Christmas ads to be served. Well some of us do, and if you don’t, I’ll save you some time. Don’t read on, as this is my Top 3 Christmas campaigns for 2019.
ALDI Australia, The Miracle Ham [BMF]
Every great idea is essentially a great story. A story that evokes emotion, intrigue and for any creative that didn’t work on it, envy. This year’s ALDI Christmas Campaign is a perfect example of this, as was their 2018, 2017, and 2016 campaigns. I’d argue they have the most consistent creative track record of any client in the Australian market over the last five years, so kudos to the BMF and ALDI teams. Now back to “The Miracle Ham”. I’m always impressed with a campaign that effortlessly places the product at the very heart of the idea and the Christmas ham makes perfect sense for ALDI as it’s the centrepiece of most Australian Christmas tables. The offbeat casting, stunning locations and impeccable art department make for such a distinctive tone, one that perfectly aligns to the brand’s positioning of Good Different. A tone ALDI has invested in over many years, and in my opinion, is inspiring some much bigger brands aka John Lewis.
Argos, The Book of Dreams [The&Partnership]
How does a 46-year-old catalogue retailer stay relevant in 2019? They make us smile and remind people it’s ok to have a bit of fun at Christmas! There’s really not a whole lot I have to say about this spot apart from paying homage to the great performances from Dad and daughter, a raft of cool set builds that turn a kitchen into a Simple Minds stage and some super tight editing. My only question is, did they really need the stage diving teddy bear? No doubt the same teddy features alongside the drumkit somewhere in their catalogue so why the hell not? Fun stuff.
IKEA, Silence the Critics [Mother]
With such a rich heritage of great work IKEA’s first ever Christmas campaign came with sky-high expectations and thankfully it didn’t disappoint. Built around a simple insight that sweeps every household before hosting guests – this place is a mess. It plays perfectly on the guilt of presenting a tired living space in what is arguably the busiest time of year on the social calendar. Thankfully for us, they don’t just regurgitate the IKEA catalogue onscreen and instead choose to double down on the insight with an execution to match. Grime MC D Double E voices a team of household ornaments designed specifically to evoke a single response – shame. A solid execution on a powerful insight that refreshingly takes a step away from the cliched Christmas tropes of so many brands that have gone before it. Jättebra!