Christmas Campaign Review: The verdict on the best and worst Aussie Christmas ads of 2019
In this Christmas Campaign Review special, Mumbrella invited two of the industry’s most senior creatives and strategists to offer their views on the biggest Australian Christmas ads of 2019. DDB Sydney’s chief strategy officer, Carl Ratcliff, and Special Group’s executive creative director, Tom Martin, share their views on the Christmas offerings from Coles, Woolworths, Myer, ING, Australia Post and Sheridan.
Brand: Coles
Campaign: Thank you for being a friend
Agency: Big Red
The verdict: Emotional storytelling that is authentic to Coles’ brand
Carl Ratcliff, chief strategy officer at DDB Sydney, says:
I liked all of the xmas ads mentioned above except for the Coles ad. It felt like someone saw an infographic one morning saying nostalgia is ‘so in right now’…and based their whole xmas strategy on it.
It’s soul-sucking rendition of the classic Golden Girls theme song drains me of all goodwill and joy to the world.
Sorry Coles, I would not like to be your friend..and I feel quite sure neither would Dorothy (God rest her soul).