WHO WILL BE WIN­NER OF 2017’S FES­TIVE ADS?

Daily Mirror - - NEWS - Fea­tures@mir­ror.co.uk

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

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