Better than Timothee Chalamet’s Wonker, we are back, bigger than ever with our 2023 Christmas TV Review from around the world and the Antipodes.
The golden quarter is the most important financial period for retailers, so it is imperative they strike the right tone in their Christmas ads. In the likes of the UK, retailers have been celebrated for delivering emotional narratives while striking the right note with marketing messages to the nation. These advertisements can be powerful brand-awareness tools, setting the mood for the season ahead.
What I personally love is that whatever the budget or baseline product, emotive messages can capture your imagination. Whether that is nostalgia, hope, being more charitable or more community-minded there is a chance for a retailer to powerfully connect.
Battle of the generation’s perspective
For the past few years, we have had one view of the world (Juanita's) but in 2023 it is Gen X vs Gen Z. This is a chance to see what is relevant, engaging, and emotive and whether that differs based on generations. What we have come to agree on regardless of age is that there is a magical formula in connecting with memories and moments of the heart. It's those goose-bump, tear-jerking storytelling reminders of the joy that can be delivered by connecting and sharing at this magical time of the year.
What else works
A relevant blockbuster soundtrack that transports us somewhere and if you can wrap in some kind of philanthropic, ‘give-back’ or sustainability message you have the golden ticket to create a connection with customers that will live beyond the festive season. It needs to make you look up and stop. It’s intriguing for a bunch of reasons - clever, funny, reflective, curious or simply a slice of life - but what it does is evoke something that connects emotionally. It tells a story without trying too hard. It weaves a connection that is relatable and that captures your heart and ultimately, your wallet.
Here are our top 5 🎄✨
Counting down to the number 1
5.
Juanita - Lidl
A raccoon, a child, snow, saving the day, adventure, a soft toy, a catchy tune....donate a toy. Well done Lidl. 2 points deducted as it didn’t make me well with tears.
All the essential ingredients for a Christmas tvc. It didn’t rate higher because it didn’t give me goosebumps, make me cry or laugh.
Likeability: 9
Emotional engagement: 8
Relevance: 9
Kate - Barbour
Funny and very nostalgic! Reinforcing brand messaging around quality of Barbour jackets – very well done! The collab with Shaun the Sheep is extremely nostalgic and Christmassy.
Likeability: 8
Emotional engagement: 8
Relevance: 7
4.
Juanita - TKMaxx
I really love this ad. Clever, unexpected, great music which will grab the viewers attention. Animals, kids, snow. Points for making me laugh. On point with the message and links to product. 100% gigglesome.
Likeability: 9
Emotional engagement: 9
Relevance: 9
Kate - Amazon
This is so touching! I love it. Tears in eyes. A simple and heart-felt tale that effectively communicates the value that Amazon brings to people.
Likeability: 10
Emotional engagement:10
Relevance:9
3.
Juanita - Boots
Masterful storytelling and a great adventure bringing to life not only the journey but the relevance of gifts for every person and occasion. Very well executed and memorable soundtrack.
This is the right amount of corny, adventure and product placement, Cool soundtrack that grabs your attention and a wonderful balance of feel-good, modern storytelling and why Boots is the place to shop to #givejoy
Likeability: 9
Emotional engagement: 9
Relevance: 9
Kate - Tesco
This really evokes the festive feels! Love it – a tear was certainly shed. Love the soundtrack (as I'm sure many New Zealanders would appreciate). It's unique, creative and I love the sentimental and thoughful twist at the end. Making memories with family is what it's all about.
Likeability: 10
Emotional engagement:10
Relevance: 10
2.
Juanita - Tesco
Outstanding use of storytelling, emotional connection, trials and tribulations. A clever link to Tesco and their products and how you can become more Christmas with a little help from Tesco. Socially and emotionally relevant. Great soundtrack. Little tears and gigles at the end.
Likeability: 10
Emotional engagement: 9
Relevance: 10
Kate - Lidl
So cute!! Absolutely love the raccoon. Great how it links to Lidl’s toy bank – something for a good cause. And love the message of it’s the small and thoughtful gestures that mean the most.
Likeability: 10
Emotional engagement:10
Relevance: 10
And, (drumroll please) number 1..... for both Juanita and Kate, Charlies Bar
Juanita - How could this not win. Authentic, relatable, sincere, heartfelt, promising and hopeful. This brings the message of kindness and consideration and goodwill to all. You never, ever know what a person’s circumstances are, but you can always find a way to connect at this time of year.
Likeability: 10
Emotional engagement: 10
Relevance: 10
Kate - Wow what a brilliant ad with an incredibly important message. I first saw this on tiktok and it completely mesmorised me, and left me in tears. It's so raw and acknowledges that Christmas can be a lonely time for people.
This ad being my number 1 really summarises what we have seen this year with a huge shift towards authenticity and relatable content rather than big budgets (although obviously these can be very helpful)
Likeability: 10
Emotional engagement: 10
Relevance: 10
Highly commended runners up
Morrisons
Juanita - This is a brilliant ad. Magical music, great production, memorable.
Likeability: 9
Emotional engagement: 7
Relevance: 8
Kate - Memorable, silly and fun!
Likeability: 9
Emotional engagement: 3
Relevance: 5
Apple
Juanita - Welcome to the grinch execution of 2023. This is a lovely use of storytelling through the power of Apple products and how you hold the lens to life in your hands. But it's a long ad which you will only see online.
Likeability: 9
Emotional engagement: 9
Relevance: 9
Kate - Brilliant craft and storytelling with a lovely Christmas message.
Likeability: 9
Emotional engagement: 10
Relevance: 9
Aldi
Juanita - I have grown fond of Kevin and look forward to his adventures and how Aldi links the spirit of Christmas to products and goodwill. On point with the link to Willy Wonka and it’s release at the box office.
Likeability: 9
Emotional engagement: 5
Relevance: 9
Kate - Kevin the Carrot is back in a Willy Wonka adaptation. I really like this - festive, lots of food and jokes.
Likeability: 10
Emotional engagement: 5
Relevance: 8
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