Brands are getting real… and getting it right!

Brands are getting real… and getting it right!

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Creative Culture explores this years' best Christmas campaigns

Saying the holiday season is critical to brands is an understatement. As crowds hunt for the perfect gifts to spoil their loved ones – not to mention the all-important Christmas turkey – marketing teams are working hard to lure the masses into choosing them over their competitors.

So we rounded up a few of our top Christmas campaigns of 2017, and the theme is... realism!

Turkey, every which way

Topping our list is the UK’s top retailer, Tesco. Released in November 2017, their advert shows the good, the bad and the ugly. Because let’s face it, Christmas isn’t always as laid-back as it’s made out to be.

The storyline focuses on a situation everyone can relate to: preparing for the big family meal. Using a mix of heart-warming and funny moments shared by family members, Tesco manages to give the advert a hearty dose of reality, while simultaneously promoting diversity. Scenes are filled with a wide range of families from all walks of life, ethnicities and sexual orientations; a clear nod to the campaign’s tagline, “Everyone’s welcome at Tesco”.

Despite being flayed for starring a Muslim family celebrating the holiday, the commercial has racked up more than 500,000 views on YouTube as of mid-December.

Beautifully Normal

True to its name, Lidl’s global Christmas campaign celebrates spending the holiday your way, whatever that way may be. Rather than trying to present a picture-perfect facade, the German supermarket brand encourages consumers to embrace the “mess makers, the chaos, noise and awkward moments”, among other things.

Along with the advert, the campaign makes use of the hashtag #beautifullynormal. As the holidays approach, we’ll see if their tactic paid off. For now, Lidl España and Lidl Italia are getting the ball rolling. The campaign’s soundtrack is garnering plenty of attention, too. Cleverly titled #beautifullynormal, it’s reaching ears as far as Russia. Fans of the song can even sing along thanks to the lyrics video produced with the same footage from the advert.

Traditions. A Publix Christmas story.

Though American supermarket chain Publix is only present in the South, it’s message resonates with people the world over. Centering on traditions, this simple commercial wows with its relatability, rather than glitz and glamour. The campaign opts for the smaller moments, like reading ‘Twas the Night Before Christmas’ every year on Christmas eve. But it doesn’t forget the bigger moments either, like going to watch the holiday boat parades (something specific to their target market).

As the brand says, “Whatever your tradition may be, we’re grateful to be a part of it.”  And with 150,000 views in the first four days, the campaign is certainly making its mark.

If these campaigns have one thing in common, it’s that they all celebrate authenticity. To be more impactful, brands are positioning themselves to reflect the daily life of their consumers. And while the trend may not have taken over entirely, it is fair to say that this Christmas, inclusivity and relatability have proven to be the main themes.


Author: The Marketing Society
Posted: 02 Jan 2018
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