WHO WILL BE WINNER OF 2017’S FESTIVE ADS?
MARKS & SPENCER JOHN LEWIS
A country pub, a storm outside, a roaring fire and everything shot in black and white as the punters get snowed in. There’s even a blackout, but the crowd rallies and whips up a Christmas feast.
Brian says: “Waitrose, like Sainsbury’s, has opted for black and white footage. But the ads couldn’t be further apart. Waitrose nods to a safer era of good old-fashioned British movies.” In this 90-second ad, which took four months to make reportedly, Paddington accidentally foils a burglar on the roof and mistakenly believes the thief is Santa. Paddington helps him deliver the pressies and by the end the burglar looks to have mended his ways. Brian says: “Marks & Spencer has got Paddington. I love Paddington. My wife loves Paddington. My children love Paddington. Like Tesco, this captures the mood of the nation. No one is more British. So, off I go for a crazy 90-second adventure where our plucky little bear saves the day and teaches us what’s important.” After the unprecedented success of their penguin and man on the moon ad, John Lewis held the launch of their ad back to ramp up anticipation, and reportedly spent £7million.
Brian says: “The story of a boy scared by a monster under the bed is resolved by a A young girl and her grandad step inside Asda’s Imaginarium and find a reindeer-powered food mixer for Christmas puddings, elves assembling canapes, and a Gin Room where a worker infuses truffles with a gin laser, in this Roald Dahl-inspired ad.
Brian says: “Asda has borrowed heavily from Charlie and the Chocolate Factory to showcase their delights. It’s pleasant enough and love and care has been put into the craft. But it’s hardly a golden ticket to the heart.” Mission Impossible meets Elf in this action-movie ad. A cute robot dog misses a Santa sleigh delivery from the hi-tech Argos toy warehouse. An elf pulls some James Bond mega-stunts to make sure it reaches the sleigh nano-seconds before it takes to the air.
Brian says: “Argos is highlighting its four-hour delivery service. The story is OK, if predictable, but it is somewhat overrun by the delivery message.” Christmas present from the monster of a night light.
“Beautifully put together, it’s divided opinion. Does it have the emotional impact or tap in to the nation’s mood – the monster as a metaphor for Brexit?” Get your karaoke hat on, this ad features a festive song, with a Brussels sprout that bounces on the words. Watch out for cameos from Ricky Tomlinson and Kermit the Frog.
Brian says: “Sainsbury’s has opted for a good old-fashioned singalong, but instead of blowing their budget on celebrities and high end production values, they’ve asked us to do it for them. Good, clean family fun, like Christmas.” Kevin the carrot is back and this time has fallen in love with Katie. Shaken loose from a snowman’s nose by a speeding train, he is whisked on board and sees Katie lounging atop mince pies and reading “Nine 1/2 leeks”.
Brian says: “Aldi has gone very lo-fi. The best gag is when he encounters another carrot who’s pea’d itself after squashing a pea.”
FURRY GOOD Paddington is a delight in M&S ad