The one that truly stands out, has the potential to create a bigger story online and leaves me fulfilled is the Aldi ham.” Department stores and chains: Myer and Australia Post It’s a difficult juggling act and only a few of these ads get close to pulling it off. "‘Tis the season to get noticed, to be relevant and well-branded. But ’tis not the season for uplifting messages only," he remarks. So it’s no surprise these themes are present in most of the work here. “When creating Christmas campaigns, many advertisers attempt to weave emotional stories of sharing, giving and love around their brands. The comment: Spinach executive creative director, Frank Morabito Now in its fifth year, BWS has launched its ‘100 Days of Summer’ campaign using Australian influencers, mostly from reality TV, which kicked off at the start of November to mark the start of the festive season. Read more Retailers unite for bushfire reliefĬoles has almost 250 new and improved Own Brand products including new Christmas food lines to help make an inspiring and convenient Christmas event. It’s more about how it feels to give and receive gifts at this time of year and the effort that people go to show friends and family, and even strangers, that they care, but it doesn’t need to be worthy - it can be light-hearted and fun. "A successful Christmas ad sells the idea of celebrating moments that matter and togetherness. It’s an emotional time of year for a brand to demonstrate its values and the role it can play in consumers’ lives. "While most retail ads are trying to sell a product, great Christmas ads do a good job of selling a feeling. “One recurring theme I see in Christmas ads this year is the act of thoughtfulness, which is really what it should be at Christmas," he says. The report: GroupM Australia and New Zealand CEO, Mark Lollback
#A TAD OF CHRISTMAS CHEER PLUS#
Plus there’s a curated range of thousands of gifts under $50 in the Gift Spot, carefully considered to help customers with convenient and affordable gifting ideas.ĮBay US has launched a Christmas-themed advertising campaign telling customers to 'chill' this festive season and promises to avoid ‘Christmas Creep’ by not talking about Christmas too early. The reverse treatment of the film takes viewers on a journey, starting with the big day and travelling backwards through the busy season until mum realises that it's Christmas already.
#A TAD OF CHRISTMAS CHEER TV#
The BigW campaign is based on the message ‘the real superheroes of Christmas are the parents’ and leads with a TV commercial.
Priceline has launched its Christmas campaign with new brand ambassador, Chrissie Swan, featuring a TV commercial of the reality TV celebrity doing her Christmas shopping in the store. It includes two Christmas catalogues and its first ever printed Christmas gift guide plus an online and in-store gifting destination for customers to shop its range based on popular brands, based on trending products or the personality of the recipient. Officeworks has launched its Christmas campaign with the message it’s a serious Christmas destination. Christmas campaigns round-up The retailers: Officeworks, Priceline, BigW and eBay Here, we round-up some of the biggest and brightest Christmas campaigns to see how they stack up. "Some Christmas cheer from retailers that ignites moments of togetherness and optimism, reminding Australians Christmas is a time to spend quality time and celebrate with family and friends, is what’s at the heart of all these messages.”
“As a nation we’ve had a tough year considering the drought and its toll on people, rising costs and prices and the most recent bushfires have added to the difficult year," he commented. And we’ve canvassed some industry insiders and experts to share their reactions and analysis on this year’s batch of Christmas campaigns.Ĭlemenger BBDO Sydney CEO, Pete Bosilkovski, told CMO, Christmas gives retail brands an opportunity to break out of functional/price based messaging and focus on more emotive, optimistic messages, and an opportunity to emotionally connect with Australians. CMO has filled our virtual sack with Christmas campaigns from the supermarket chains and big retailers to department stories and even the postal service to see how they’re sharing the message of Christmas this year.
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