Edeka: “Homecoming” (Starts at 00:06) – Germany
With over 37m views on YouTube and counting, this Christmas advert for German supermarket chain Edeka delivers a dark twist on the theme of being considerate towards elderly relatives. Some online comments suggest the protagonist is manipulative and that he deserves his family’s neglect … but no one can deny that this film makes its point.
Agency: Jung von Matt (Hamburg)
Director: Alex Feil
Co-op Supermarkets: “No Ice” (Starts at 01:55) – UK
This heart-warming film reminds us that it isn’t just members of our own family we risk neglecting at this time of year. As a young man slips his way to the Co-op across frozen pavements, it occurs to him that the tricky conditions must be even worse for one of his elderly neighbours so – in the true spirit of Christmas – he does something about it … bless him.
Agency: Leo Burnett
Director: Tom Tagholm
Road Safety: “Doghouse” (Starts at 02:59 – UK
The normal modus operandi of anti-drinking and driving films is to depict the terrible consequences of breaking the law and while there’s an element of that in this clever film … it actually focuses its attention on the consequences of obeying the law. It’s an extremely recognisable situation and may well prompt many people to think again before taking a risk.
Agency: Abbott Mead Vickers BBDO
Director: Guy Shelmerdine
Paddy Power: “Pocket Jostle” (Starts at 04:03) – UK
Paddy Power has decided to court controversy once again with this online missive. The innuendo in this film is childishly silly but it still might make you laugh and – if it doesn’t – it probably means you’re not the target audience.
Agency: Lucky Generals
Director: James Rouse
MTV Staying Alive Foundation: “Safe Sexting” (Starts at 04:37) – USA
Emojis have been brought to life in this saucy film from MTV promoting safe sex. If you don’t know what an emoji is then ask a teenager … though you are almost certainly better off not knowing.
Agency: Y&R (New York)
Director: Angus Wall
Volvo: “Look Who’s Driving” (Starts at 05:12) – UK
Volvo’s last significant viral hit had Jean-Claude van Damme appearing to do the splits astride two giant trucks and – let’s be honest – that’s a hard act to follow. But this film featuring a little girl using a remote-control device to put a Volvo truck through its paces certainly gives it a run for its money.
Agency: Forsman & Bodenfors (Stockholm)
Director: Megaforce
Jason Stone is the editor of David Reviews
