When it comes to this year’s crop of Christmas ads, forget John Lewis (I’ve had it with marketers trying to make me cry), Tesco and Sainsbury (who thought ageing and bad ‘hand-held’ footage was a good idea?? And I can’t be the only one who’s struggled to differentiate between the two) and even the celeb-endorsed spots from the likes of M&S and Morrisons (isn’t Dec, the other half of Ant, a bit of a podge now?).
What’s doing it for me this year are two spots, partly because both tie into one clear insight that we all (even those who aren’t dyed-in-the-wool cynics like me) know to be true: that the season of goodwill has now become a competitive, commercial and me-first festival. Mainly though, I think they’re a cut above the rest because they touch a very real and pragmatic cord, and make me smile in the process.
Check out Samsung’s clean, clever and simple ‘Ultimate dinner party weapon’ print ad for its fridges, running currently in the UK press and through Cheil UK.
And my personal winner so far – Harvey Nichols’ Sorry, I spent it on myself spot, through Adam&EveDDB. (By the by, for those who don’t know, Adam&EveDDB also did the John Lewis ad, so hats off for versatility as well as seminal expression of insight).
Importantly, both pieces work – I covet the fridge (even though I can’t see much of it), and Harvey Nicks – your showcase of goodies (especially that gorgeous dress) makes it even harder to resist the temptation to spend it on myself…