By Louise Burgers, Retailing Africa Editor. I think retailers and ad agencies are just as exhausted and all out of creative ideas, like the rest of us, after a challenging year; or maybe they used their ad budgets this year to pass on savings to the consumer, as prices of food, fuel and commodities have risen the world over, due to the war in Ukraine and post-pandemic economic fallout. Most of the retail Christmas ads this year lack traditional sparkle.
There were a couple of tearjerkers and some lovely food shots, but nothing that really stood out as brilliant or pushing the boundaries, or taking up a noteworthy cause. The UK retailers, which started the Christmas ad parade decades ago, were all a little ‘meh’ this year. Some of the US brands did better; but it is a perfectly understated South African brand ad from Cadbury’s that takes the top spot for our Christmas this year; followed by the animated Kroger retail ad, with its beautiful soundtrack and lovely animation. Both ads give us all the feels.
Cadbury’s: Going Home
Just perfect for the season.
Kroger: Magical Cookbook
All the Christmas magic.
UK National Trust: Stay Cosy
Stop motion animation, so cute! Show your kids.
John Lewis: The Beginner
Bit of a sobfest this year from the retail King of Christmas ads.
Amazon: Joy is made
Lovely little Christmas tale.
Boots UK: #Joyforall
Make dreams come true this Christmas.
Disney: The Gift
Sweet and magical, like most Disney movies.
ASDA: Have your elf a Merry Christmas
Bit of fun with Will Ferrel and the movie Elf.
Marks and Spencer: M&S Food
Wonderful food that will make you want to lick the screen.
Heathrow Airport: The Gift
All about family, heartwarming and sweet.
TRADITIONAL CHRISTMAS ADS
Main image credit: Pixabay.com.
Louise Burgers is the Publisher, Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She also lectures post-grad students in Marketing and Advertising Communications. Specialising in local and Africa consumer trends, Louise is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger this decade.
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