From Keira and Joe to dolls and dinosaurs: Who won Christmas?

It’s estimated that this year, brands will have spent £12 billion on Christmas ads.  

Which is a little crazy. Will they really see a return on that insane number? Well, it’s safe to say if everyone’s competing at the same time and spending big money, the requirement to truly stand out has never been so important. So, which festive ads have won the attention race, and which have fallen into the sea of sameness? 

Let’s start with Waitrose’s Christmas cracker, which many people feel has won this year. It is feel-good, funny, festive and populist. The Joe Wilkinson and Keira Knightley combo is charming and unexpected. If I had a complaint it would be the length. Yes, you want to build the story but I did start to glance at the clock. Nonetheless it’s a small gripe about an otherwise lovely film. 

I wouldn’t be over the moon if this straight jacket of a brief landed on my desk.  

Next up, the Waitrose partner in crime, John Lewis. Waitrose might have won, but it doesn't take away from the fact this is still a very good Christmas ad. It’s a great story with a nice idea at its heart. ‘If you can’t find the words, find the gift’ is a simple thought with a clear benefit. 

So I applaud that. I also think it’s nice they aren’t shoving Christmas stuff down your throat. It’s in there but not to the point of overflowing. It is well directed and the performances of the son and the dad are good. 

Next up Coca Cola. Holid-AIs are coming. It's an impressive use of AI, but that really only concerns the advertising and production community. No punter out there cares if it was done in AI or not. I’m sure of that. So AI aside,  is it any good? 

Well, I’m told by System 1, , the advertising testing and effectiveness rating system, that the annual Coca Cola ad builds on all the positive memory structures from years before. So it does a good job at branding. But where’s the persuasion? How is it making me think of Coca Cola differently in any way? 

Building on average just leads to more average at best. 

The distinctive brand asset of the red trucks basically says, “Think Christmas. Think Coca Cola.” Maybe that’s enough, but it’s not hugely inspiring either. I wouldn’t be over the moon if this straight jacket of a brief landed on my desk. “Just do what we always do guys. Trucks. Music. Same thing. OK?” 

Next up, I’m going to cover two campaigns in one. They fit into the “I didn’t really care about the characters last time, so why should I care now” category. M&S Dawn French and the fairy, and the Argos doll and dinosaur.  Were we blown away the last time they used these protagonists? No. 

So, is there really any need to do them again? I don’t think anyone is wondering “Ooh I can’t wait to see what M&S and Argos with those characters again.” Building on average just leads to more average at best. 

ASDA and the Grinch next. Couldn’t possibly imagine how they arrived at this concept. “Wait. I have it! ASDA is green….the Grinch is green! Lunch?” It’s an obvious idea and the story didn’t grab me either. Also since when did the Grinch have an English accent? 

I’m left feeling cold and they lack the festive feel I think you need from a Christmas ad. 

Well, at least Tesco is trying something different this year. Mini stories around recognisable Christmas behaviours. They are funny and true. The performances seem real and it’s well directed. So full marks for going at the brief in a different way.  

The only problem I have is, are they just a bit too real? I’m left feeling cold and they lack the festive feel I think you need from a Christmas ad. That’s not to say you need Christmas trees and tinsel and mince pies everywhere, but I do think you need to come out feeling warm and excited by the magic of Christmas.