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Every year as Christmas approaches, trees are put up, decorations are hung, TV rooms become crowded and within each 5-minute break during your fix of X Factor, a UK supermarket chain makes its Christmas-themed plea for your loyalty.
Over recent years, “The Christmas Advert” has become a statement of creativity and innovation in attempts to gain YouTube views and trending hashtags. Whilst each company chooses a different route to achieve this, they all aim to deliver a message that allows viewers to attribute the brand to Christmas cheer.
As our anticipation for Christmas adverts increases, Christmas ads have fast become a vital part of the 21st Century Christmas experience. Now that all of the big players – and some surprise newbies – have released their 2016 adverts, it’s time for our annual review…
Our top 10 have been collated and rated out of 10 for memorability, originality, and Christmas cheer by our Digital team.
Which one takes your Christmas advert crown?
Memorability: 2/10
Originality: 3/10
Christmas cheer: 3/10
What did we think?
We were underwhelmed by this advert. Rather than telling a story or using characters to engage, this ad follows a woman who appears to be dreading Christmas rather than looking forward to it as she does her weekly shop. It strongly promotes the supermarket, which many of the others lack, but other than this – or perhaps due to this – it is a boring advert and lacks in all areas of our voting criteria.
What did Twitter think?
I don’t understand what @Tesco are trying to achieve with their Christmas advert campaign?!
— Mark Whittle (@whitdawwg) December 1, 2016
Memorability: 3/10
Originality: 4/10
Christmas cheer: 3/10
What did we think?
It’s hard to form any sort of emotional connection with a talking handbag or coffee machine! There’s no story behind this advert and, despite the obvious alluding to Xmas gifts, it doesn’t feel ‘Christmassy’ enough.
What did Twitter think?
The @Debenhams advert only managed a 1.3 average score, failing to bring about any Christmas cheer#VerdictXmasAds
— Tom Berry (@tom_verdict) November 29, 2016
Memorability: 4/10
Originality: 5/10
Christmas cheer: 8/10
What did we think?
The song choice and family vibe made this advert very Christmassy and we liked the subtle yet notable inclusion of the branding, however there is nothing too original or memorable about the advert once it’s over.
What did Twitter think?
Yet another fantastic #LIDL Christmas ad to get usin the mood! #HomeComing pic.twitter.com/57q4Ji4IXi ✨ https://t.co/K7a7bFawGc
— BIGDaddyPR (@BIGDaddyPRUK) December 9, 2016
Memorability: 6/10
Originality: 8/10
Christmas Cheer: 4/10
What did we think?
It is a very creative advert and it made us giggle the first time, but we expected more from the long-awaited John Lewis advert. For us, the song is a bit slow – something more upbeat would have boosted its Christmas Cheer and Memorability factors.
What did Twitter think?
Just seen the John Lewis Christmas advert. Got to admit I think they have got it spot on this year!
— Douglas Jefferson (@doug_jeff) November 17, 2016
It has to be said – #JohnLewis advert this year isn’t a classic, but by God – it was a the smile I needed post Trump. #bustertheboxer
— Jordan Dias (@jordandias) November 10, 2016
Memorability: 4/10
Originality: 9/10
Christmas Cheer: 7/10
What did we think?
The robin, the snow and the mince pie all make this feel fairly Christmassy! It’s original however potentially slightly slow for the audience to maintain attention and remember it afterwards.
What did Twitter think?
My favourite Christmas Advert has to be #Waitrose.. The epic journey that little Robin has to make, just to get #HomeForChristmas ???????????? #cute
— ❤️ Victoria ❤️ (@Ammes2001) November 20, 2016
Memorability: 6/10
Originality: 7/10
Christmas Cheer: 9/10
What did we think?
This advert shows what Christmas is about – giving. The song goes really well with the storyline and the playful tone makes this an easy one to watch and remember.
Their #LoveGiving hashtag has also been attracting huge engagement on Twitter as Very invited Tweeters to send in selfies of people who resembled the characters in the advert – a great joined-up campaign!
What did Twitter think?
Do you know someone who looks like a character from our Christmas advert? Use #LoveGiving to show us & a chance to win a Very special prize! https://t.co/Ec5AycriAm
— Very (@verynetwork) November 8, 2016
When your boyfriend is the spitting image of the guy off the Very @verynetwork Christmas advert ???????????? pic.twitter.com/tL0DQvRz3j
— Amber☀️ (@RedambergreenD) November 16, 2016
Memorability: 8/10
Originality: 9/10
Christmas Cheer: 6/10
What did we think?
We love Kevin the Carrot!! This advert stands out whilst also managing to promote the brand and what they sell. We particularly like the originality of a voice telling the amusing, poetic story which we believe draws you into the advert more than the music on some of the other adverts.
What did Twitter think?
Aldi’s Christmas advert is literally the best Christmas advert i’ve ever seen ???????????? #kevinthecarrot
— Mel ❁ (@MellyPoppins) November 13, 2016
Well… #kevinthecarrot is still the only Xmas ad that actually makes me smile when it comes on (a million times a day) @AldiUK
— ???? AJ-McGuire ⛄ (@asjmcguire) November 13, 2016
Aldi have mugged John Lewis right off #kevinthecarrot
— Alex (@_alexchalker) November 13, 2016
Memorability: 9/10
Originality: 8/10
Christmas Cheer: 7/10
What did we think?
This creative advert follows the journey of two bears/grandparents flying home to be with their family for the festive season, capturing the popular notion of ‘Coming Home for Christmas’ which resonates clearly with Heathrow as a brand. It is touching and original, which means people will remember it.
Our favourite part is the teddy bear passport!
What did Twitter think?
I want to high five everyone involved in making the Heathrow Christmas advert!
— Frankie_saysRELAX (@FrankieDenton) November 18, 2016
I watch the Heathrow Airport Christmas advert at least 10 times a day.
— Dylmas???? (@dylobbb) November 29, 2016
I know it’s a marketing stunt,&a well timed one with runway 3,but that Heathrow Christmas advert has reduced me to emotional mush.Well done!
— Gareth Williams (@Trifleking) November 18, 2016
Memorability: 7/10
Originality: 9/10
Christmas Cheer: 10/10
What did we think?
This advert puts a different spin on Santa Claus as the main Christmas protagonist. We really enjoy watching this advert and feel it communicates well what Christmas is about while remaining light-hearted and engaging.
What did Twitter think?
I cry every time the @marksandspencer #lovemrsclaus advert comes on. Hands down the most moving advert to date. ????????????❤️
— Gemma (@slightgem) December 11, 2016
Memorability: 9/10
Originality: 9/10
Christmas Cheer: 10/10
What did we think?
We love it! The catchy song by James Corden tells the story in a way that is amusing to follow and hard to forget, while the animated characters add to the fun and creativity of the advert as a whole.
What did Twitter think?
The Sainsbury’s Christmas advert is my favourite thing in the whole world honestly
— georgia (@geobennett_) November 29, 2016
The @sainsburys #snapchat filter compliments their #Christmas #advert is great. Good use of using diff platforms to reinforce their campaign
— Rina Popat (@RinaSPopat) December 2, 2016
I actually love the @sainsburys Christmas Advert, it’s so catchy????
— Kïmberley (@smilemendes__) November 27, 2016
The Sainsbury’s Christmas advert wins hands down this year ❤️????????????????
— Jade (@JadeSalsbury) November 20, 2016
So, there we have it – Sainsbury’s was our clear winner. Do you have a favourite not included in our list? Let us know on Twitter: @brandformula_uk
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