Campaign of the Week – Holidays are coming.
The big-budget retail Christmas campaigns are here again. Last week, I blogged about the potential value that nostalgia can bring to a marketing campaign.
This week, more than any other, we should be prepared to have our nostalgic buttons pressed by all the major retailers as they sharpen their elbows and fight to claim their portion of our festive spending. Like clockwork each November, the Christmas advertising campaigns are launched – although they do seem to start earlier each year. Indeed Debenhams (note our local Clapham Junction store featuring in the first few frames) was early out of the blocks with its contender, and John Lewis are already tweeting to fuel our excitement, promising their campaign will reach us later this week. The suspense is killing us, or is it?
The expectation created around these festive campaigns has spiraled to extreme proportions, and (as every) a backlash is never far away – remember Waitrose tried to win back our affections in 2012 with their anti big-budget charity campaign last year and Harvey Nichols who really missed the mark with their walk-of-shame tv advert? The competition is fierce and brands are going all-out to ensure they get our attention at the biggest spending time of year.
The modern Christmas campaigns are very loud and often gaudy, so I have cast my mind back to some of the most memorable Christmas campaigns to have graced our screens over the years, before things got a little out of hand.
I invite you to take take a festive ride with me down memory lane and enjoy these 5 special ads which still give me that priceless warm, fuzzy feeling.
I wait in anticipation to see if any of the mega-budget campaigns that reach our screens this week will match up to any of these golden oldies.
Yellow Pages – Mistletoe (1992)
Good old Yellow Pages indeed – how times change.
Quality Street – Magic Moments (1990)
24 years ago? Wow.
Gap – Trees (2008)
Still love the simplicity and how visually appealing these ads were – great soundtrack too.
Coca-Cola – Always The Real Thing (Older than the hills)
The original Christmas ad – gives me goosebumps everytime.
Do you have a favourite Christmas ad which I have not featured here? Tweet us @GertrudeandIvy