Department store retailers are unveiling their festive campaigns, among them the much anticpated John Lewis ad. Are they Christmas crackers or turkeys?
Marks & Spencer
The retailer has eschewed celebrities and created a campaign, including a big social media push, to make concrete the spirit of Christmas.
A Christmas cracker!
“Two sexy fairies sprinkle M&S magic and sparkle around the place. It’s as far from realism as it’s possible to get. And as such makes for quite a refreshing change this year.”
Damon Collins, founder of Joint
Debenhams
Debenhams has switched focus from fashion to gifting in its ‘Found It’ advert as it seeks to make the retailer a destination for gifting.
A Christmas cracker!
“Cute kids, good looking products, a great song, high production values. This film has clear idea with enough ooh-ahh factor to convince people to stick Debenhams on their list this Christmas.” Damon Collins, founder of Joint
John Lewis
John Lewis’ highly anticipated £7m Christmas ad campaign comes complete with CGI penguins and a John Lennon cover.
A christmas cracker!
“Christmas is all about emotion. And this ad is packed full of it. Another epic demonstration of the power of advertising done well. And it’s bound to work because, as any student of advertising will tell you, it’s an empirical fact that including a penguin in your advertising drives efficacy through the roof.” Collins
Burberry
Burberry has launched its first Christmas television advertising campaign, starring 12-year-old Romeo Beckham.
It’s a Christmas turkey
“Enjoyable, great styling, product looks great. I just like to see the marque use its powers of leadership more and take us to places we could never imagine. The brand carries this film when it could be the other way around.” Jonathan Trimble, chief executive of 18 Feet & Rising
Very.co.uk
The ad depicts the face of Very, Fearne Cotton, and her friends, decked out in Very partywear, as 12cm high adverturers, exploring a Christmas living room and interacting with life size gifts and products.
It’s a Christmas turkey
“Good ambition and I think people will like seeing a mini Fearne. I think the fashion, plus games console, plus watch leaves their position a little same-y in a world that’s demanding more clarity than ever.” Jonathan Trimble, chief executive of 18 Feet & Rising
Littlewoods
Littlewoods has opted for an Aladdin-themed ad featuring brand ambassador Myeene Klass as the genie and Christopher Biggins as the pantomime dame.
It’s a Christmas turkey
“It’s the bit of Christmas I hate, but people do love the silly side, dropping their guards and getting merry. It would be great to see a bit more confidence on show as to who they are for and why.” JonathanTrimble, chief executive of 18 Feet & Rising
Specialist retailers' Christmas ads: Are they a hit or a miss?
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