Christmas ad wrap: Festive efforts from David Jones, Bonds, KMart, Aldi, Big W and Salvos

The end of the Melbourne Cup Festivities is also the starting gun for another race that stops the nation, the frantic rush by retailers to lure shoppers into their lair and spend up big. The race for dollars in 2015 is already well underway with the entrants ranging from the earnest and endearing to the humorous and the heart-wrenching.

With half the adult nation seemingly infatuated with grow-up colouring books, David Jones and its agency Whybin\TBWA Sydney took a leaf out of the latest trend to launch its Colour Me Christmas campaign.

The animated effort is populated with elves going about their Christmas business and will be replicated in  DJ’s famous Christmas windows. Crayons not included.

Bonds has released its traditional Christmas push early with a dazzling dance effort enticing shoppers to “Show Your Glow”. Short, sharp and to the point – it’s undies and kids clothes.

Yay, says Target, which has made sure that in tight times price is not far from the minds of shoppers. Pitched partly at kids with its focus on toys and licensed goods, and partly at mums with its prominent pricing, this is designed to make cash registers, not sleigh bells, ring. AJF Partnership is the agency of record for the brand.

Nothing flash going on at Big W – Big voiceover, big price displays. And a short 15-seconds for viewers to endure. Leo Burnett Sydney is the agency of record.

Christmas is always about baubles so KMart has plenty of them, mixed with a thumping hip hop soundtrack that wouldn’t be out of place in a Kia commercial. As Kmart says, Share the Shimmer. BWM Melbourne handles the KMart account.

After a somewhat surrealistic effort last year, Aldi and agency BMF have opted for a healthy dose of reality as experienced by pretty much all of us. It doesn’t escape the syrupy end, but that’s Christmas.

Daring to be completely different, the team at Rumble Creative and Media have knitted the world’s first Ugly Christmas Rashie for the Cancer Council Queensland, meaning awkward Christmas Dad can now bravely hit the beach maintaining his fashion sense. All profits from sales of the rashies go straight to the Cancer Council.

Rumble Cancer Councilk Christmas rashie







And finally, the Salvation Army reminds us what it’s really supposed to be about with a heart-wrenching campaign.

Simon Canning


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