Supermarkets have begun unveiling their festive ad campaigns. But, according to the experts, are they Christmas crackers or turkeys?
Sainsbury’s
Sainsbury’s hopes to topple John Lewis from its pedestal with a tear-jerking ad about the football match that was played between British and German forces during the1914 Christmas Day truce during the First World War.
It’s a Christmas cracker
“The critical difference here is that the retailer hasn’t just attached itself to an emotional storyline, it’s sponsored a movement - a significant one at a significant moment of remembrance. The alliance of the Royal British Legion and Sainsbury’s is new in my mind (though they have actually supported it for 20 years). I saw the animated spot for the Poppy Appeal and it matched nicely to the cadets in the foyer who helped me buy my own poppy last Saturday.
“Suddenly now it’s all gluing together into something bigger. The act of choosing it as their Christmas cornerstone says as much as the work itself. Let’s be honest, though this is the centenary year of the outbreak of war, most of us left this story back in August when Christmas is absolutely the moment not to forget. Will it sell? Whoever asks that question should be punched in the face. Of course it will, because all salience driving advertising at Christmas does. That’s not the point. This elevates Sainsbury’s back into being a source of national pride, way bigger than the big 5 in every respect.”
Jonathan Trimble, chief executive of 18 Feet & Rising
Asda
Asda hopes to put a smile on the faces of British families with its Christmas campaign by telling the story of nine familiar festive scenes.
It’s a Christmas turkey
“Asda’s insight this year is hard to argue with: people smile at Christmas. True though that might be, It’s doubtful that just showing people smiling in an ad will have that same effect on viewers.”
Damon Collins, founder of Joint
Morrisons
Morrisons has opted for an upbeat number set to ‘It’s Beginning to Look a Lot Like Christmas’ featuring Ant and Dec that focuses on the fresh credentials of its food.
It’s a Christmas turkey
“‘I’m glad somebody is going for a bit of Saturday night entertainment whilst every other brand is busy seeing who can yank the public’s heart strings hardest. I just wonder if the Morrison shopper is a bit savvier than this approach presumes.”
Jonathan Trimble, chief executive of 18 Feet & Rising
Lidl
Lidl features premium products including £5.99 lobsters in its Christmas ad as it pitches itself against upmarket rivals M&S and Waitrose.
It’s a Christmas turkey
“This real-world mass Christmas dinner blind taste test makes its point but just doesn’t leave the audience drooling, desperate for the day to come, like good festive food ads could.”
Damon Collins, founder of Joint
Tesco
Tesco shows its staff helping customers go the extra mile to throw a great Christmas with an ad set to a brass band cover of Irene Cara’s ‘What a Feeling’’ track.
It’s a Christmas cracker
“Thoroughly nails what needs to be thoroughly nailed in any good Christmas advert: Anticipation, celebration and decoration. The ‘-ation’ Holy Trinity, if you will.”
Damon Collins, founder of Joint
Aldi
Aldi claims ‘Everyone’s coming to us this Christmas’ in an ad set to a track by Jools Holland, who makes a cameo at the end of the spot featuring several interlinked families.
It’s a Christmas turkey
“Christmas is all about emotion. Aldi’s ad is pretty much inter-changable with Lidl’s, just without the ‘real people’ and the M&S and Waitress name-checks. For those who want to know what people look like when they eat Christmas dinner this ad will be a hit.” Collins
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