As the holiday season approaches, Christmas TV ads are making their way onto our screens. This year, many ads are featuring A-list celebrities such as Michael Bublé and Rick Astley. However, John Lewis has taken a different approach, telling the story of a little boy and his Venus flytrap.
According to retail expert Catherine Shuttleworth, John Lewis is hoping the theme of family values will resonate with viewers. The retailer wanted the advert to be different from last year’s and to focus on a modern family Christmas. Meanwhile, other retailers have opted for glitz, fame, and fun.
M&S has released adverts suggesting people should do away with Christmas traditions they no longer love. The clothing and home advert features well-known faces such as Sophie Ellis-Bextor and Tan France. However, the retailer was forced to apologize after an outtake from the advert was criticized for resembling the colors of the Palestinian flag.
Asda has brought back Michael Bublé, who takes on the role of the company’s chief quality officer, making big decisions about what food the nation should eat this Christmas. Sainsbury’s advert features 1980s icon Rick Astley as they explore what Santa’s Christmas dinner would be.
Despite the use of A-list celebrities, not all ads have a star-studded cast. Argos has chosen to shun celebrities in favor of cartoon duo Connie and Trevor, while Lidl has recruited a furry friend, a raccoon, to make one little boy’s day extra special.
Advertisers are set to spend a record £9.5bn this festive season, according to new data by the Advertising Association and World Advertising Research Centre. However, cultural historian Dorothy Hobson says that it’s impossible to tell whether the spending will pay off in attracting new customers. Retailers must be careful with the ambiance of their ads and focus on empathy and care for others. If done well, ads can become a major cultural moment and a part of the history of television
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