It’s that time of the year again when companies around the UK look to take top spot on our Christmas Trees; it’s the battle of the Christmas ads. From the legendary John Lewis to Aldi’s Kevin the carrot filling up our screens in between The Grinch and Gavin and Stacey re-runs, we’re obsessed. I won’t be the only one eagerly awaiting the John Lewis advert this year, and I most definitely have not been the only one to try and predict just what the focus will be…
I’ve personally become obsessed with Ronaldi, Beth Swede and Katie the carrot calling back to Home Alone in Aldi’s 2022 ad this year; Aldi has brought one of my favourite sports and made it it's own. Is it the nostalgia of hearing ‘KEVIINNNNN’ or the fact that England has had massive success in football this year (and the three lions are not finished yet!) that makes me enjoy this ad more than usual?
Why is it we love the Christmas ads so much?
The art of a story.
Most Christmas ads take us on a story. The beautiful thing about these stories? They most likely relate to the year we’ve all just had, or wrap themselves around what we value most. I felt this most during the 2020 advert season; not to mention any names, but it was a difficult year for everyone and the Christmas ads weren’t holding back (I distinctly remember sobbing to an advert by SuperValu Ireland, a place I have yet to step foot in).
A good story sets you up for a strong advert, so long as you’re audience (or in this case, the UK’s eagerly awaiting eyes) can relate.
The nostalgia!
While as adults we love a bit of Christmas, that excitement stems from the inner child within us all. Many Christmas ads can make us think like children, like the kids we used to be and forget about the stresses we might be facing (even just for a few seconds).
Ways adverts do this by showing Christmas from a child's perspective. While the premise is inherently innocent and our perception of children during the holidays are balls of excitement, Christmas ads continuously show how thoughtful kids can be. I once again stress the SuperValu advert for this, it still makes me cry now.
Whether its nostalgia from our own childhoods at Christmas or bringing back memories we’ve had over the years, a story enveloped in nostalgia is a winning combination.
Come Together (right now, over me).
While The Beatle's hit is now a Christmas tune, it does highlight one of the biggest things that makes Christmas so unique for other festivities over the year. From films and songs to markets and nativities, Christmas is inherently about being together.
I’m willing to bet that in every Christmas advert we’ll see this year, the element of coming together will be present. Take Kevin and Ronaldi; in classic Kev fashion, he’s only gone and missed his flight (too busy missing an absolute sitter put on a plate by none other than Marrowdona). Aldi, along with the rest of the UK are now on a mission to get Kev reunited with his family for Christmas; and there it is “reunited with family at Christmas” also, could we follow the Lionesses and maybe bring it home this year lads?
I have no doubt my Christmas will be filled with coming together with those I haven’t seen as much as I’d like this year, whether that be over last-minute Christmas shopping or protecting the mulled wine in the pub as England make strides halfway across the world. Maybe this year we can get all we’ve ever dreamed of, hey Santa?
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