Festive advertising campaigns are in full gear as shops try to optimise sales with Christmas quickly approaching. Christmas has always been a time of great excitement, but there’s something very British about the build-up to the UK’s major businesses’ Christmas advertisements.
These advertisements have become so embedded in UK culture that they are now used to mark the beginning of the Christmas season. In an attempt to surpass the high standards of the British public, huge companies are under tremendous pressure to win over audiences with sentimental stories.
It’s interesting to explore why Christmas ads have become so popular.
Every year, people eagerly await the release of new Christmas ads, and this year we have already seen a few from companies like John Lewis with “Snapper the Perfect Tree” and Asda with “Make this Christmas incredi-bublé.” These few go beyond normal advertisements; they have a deeper meaning within hidden messages and make a statement about factors affecting us all at this time of year.
So, in this blog, we thought it would be the perfect time to look back and find out, when and why these special TV moments became so popular.
How did it all begin?
So, like most things, there has been an ongoing debate about which company started the tradition of Christmas adverts. As you know, these adverts have become a staple in the UK and are a part of everyone’s run-up to the big day.
The most notable Christmas adverts first appeared in the 1920s with Coca-Cola posters, although they weren’t shown on British TV until 1955. Surprisingly, it was 40 years later that Coca-Cola’s memorable ‘Holidays are Coming’ advert with the iconic red truck first aired on British TV in 1995 – and for many, Christmas today feels incomplete without it.
In the 2000s, Marks and Spencer (M&S) used TV ads to their advantage. Every year, they ensured their ads would make you hungry. Their adverts showed thick slices of turkey, a rolling fountain of golden, crispy roast potatoes, shots of flaming Christmas puddings, or perfectly crafted desserts. However, the Christmas ads we watch today are a lot different. They have storylines and create nostalgia and emotion, unlike those from the past.
BBH London deputy executive creative director Caroline Pay told Fast Company: “It’s clearly John Lewis’ fault. Making everyone weep into their mince pies.” It all started in 2007 with their first Christmas advert. It showed a woman walking her dog in the snow with the tagline of “Whoever you’re looking for this Christmas”. After this, other companies began joining in and now we have a battle of the adverts every year, with Aldi recently joining in with Colin the Carrot.
The deeper meaning!
In recent years, campaigns and their big budgets have shifted towards emotional engagement with audiences in response to the pandemic, high street closures, and the cost-of-living crisis.
Brands are careful not to seem out of touch with the financial pressures people are experiencing right now.
These captivating stories are based on universal themes associated with Christmas, such as nostalgia, family, and friendship, and are designed to pull at our heartstrings, challenging even the toughest among us not to shed a tear. They command huge budgets and showcase some of Britain’s best brand and advertising creative talent, making the stakes extremely high.
At Fresh, we believe that the ads are more than just a marketing campaign. Although they are intended to sell products, Christmas ads have now become a huge platform for raising money for charities across the UK and beyond. This year’s M&S campaign is supporting community causes by donating £1 million to The Neighbourly Foundation.
2024, what will you offer?
Now other supermarkets have gotten onto the same trend, time will only tell where the Christmas TV ad will go from here. Not only do, we, the public enjoy them every year we also see celebrities getting involved in the ads. As an example this year, we saw some featuring Michael Bublé and Rick Astley. Who knows what we will see next year, but I am sure we will all be waiting to see ‘that advert’ and the meaning behind it. But till then, which has been your favourite advert of 2023?
We want to wish you all a very Merry Christmas, filled with laughter, love, and precious family time!
Team Fresh Digital x
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