Big brands follow familiar formulas in Christmas campaigns
Mike Drysdale, general manager of Dear Storyteller, examines four festive advertisements to see which big brand takes the Christmas cracker.
This year more than ever, for businesses big and small, the Christmas ad campaign may feel like it’s make or break. What’s the theme? Nothing too new.
We have the ad that toasts Aussie families, the one that plays on the story of Santa, the show-stopping musical number, and of course the heritage story. They feel familiar, recycled, like ads we’ve all seen before. Maybe that’s by design, a way to create a sense of normalcy amidst the chaos of 2020. Most of the ads you’ll see don’t come close to mentioning COVID, almost pretending like nothing’s changed. But the one that has, might be the pick of the bunch.
Value the Australian Way – Coles
DDB has partnered with Coles to toast Aussie families in their Christmas campaign this year. A format that essentially amounts to customer flattery. There’s all of the wholesome, moments-based-storytelling you’d expect from a big brand Christmas campaign.
