In 2010, even the ghost of Christmas future would not have predicted the giant Superbowl-style advertising extravaganza that now heralds the start of the festive season in the UK.
Back then, the naysayers were predicting the death of TV; the demise of advertising. No one was watching the telly anymore, were they?
Then along came an advert about a little boy who could not wait for Christmas, desperate to give his parents a carefully-wrapped present. The nation wept into their mince pies, rushed out to buy a Gruffalo costume, and advertising was never the same again.
The following years have got bigger and better, pulling even harder on our heartstrings and, unsurprisingly, now everyone has a point of view on Christmas advertising, from newspaper commentators to Gogglebox stars. Which is the best one? Is it as good as last year? It’s like Mad Men all over again but with bigger budgets and no smoking.
Clients have also embraced it. Spurred on by the lovefest directed at early adopters John Lewis, Harvey Nichols and Sainsbury’s, now a wide variety of brands want a piece of Christmas action. Who could have predicted that a Currys PC World advert with Jeff Goldblum would be the fairy on the top of this year’s tree?
But what now? Where is this going? Can advertisers sustain the nation’s goodwill with their creativity? It’s a bit like hosting the family Christmas – we lose the plot spending inordinate amounts of time, effort and money to ensure our version of Christmas is even more special than last year’s. Then we wait with everything crossed to see whether we’ve smashed it or not.
What is obvious is that we have a great opportunity with this platform. People are listening and watching like never before. We have their attention, so what are we going to do with it? I wonder whether it’s time for these emotional levers to be redirected as we look elsewhere to galvanise the nation around something more meaningful?
In 2014, Sainsbury’s sold a vintage-style chocolate bar that featured in its Christmas advert, with profits going to the Royal British Legion. This year the supermarket will be selling Mog storybooks and Mog cuddly toys in store, with Mog profits going to Save the Children’s work to improve child literacy. Meanwhile John Lewis is supporting Age UK with its Man in the Moon advert. Unfortunately this wasn’t part of the broadcast message, which seems like a missed opportunity.
If brands want to use this national stage to be genuinely helpful, they need to mean it wholeheartedly. My shift into next year would be from making me feel something to making me do or change something. Make it the focus of the work, not just the add-on. Put the cause front and centre and see how real creative thinking can make a difference.
My favourite campaign of Christmas 2015 has to be Crack+Cider – a brilliant idea set up by two ad-ladies, creative Scarlett Montanaro and strategist Charlotte Cramer. They have set up a brand/charity/pop-up shop with premises on Kingsland Road until 23 December, where you can buy the items that homeless people will benefit from most this winter – for example, sleeping bags and warm coats.
The duo have partnered with several homeless shelters to distribute the goods you have bought. Not only has this incredibly simple idea got a lot of press coverage, as well as raising a lot of money, I believe this is the beginning of a great business idea. Watch this space.
Next year what I want for Christmas is creativity for good.
Caroline Pay is deputy executive creative director at BBH London
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