Christmassy Campaign Review: ‘Flashing a little too much brief and not enough creative craft’ – Woolies, Coles, ALDI

This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series. 

In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.

Brand: Woolworths

Campaign: ‘Make This Christmas A Classic’

Agency: Greenhouse Collective (M&C Saatchi)

The verdict: It’s fun and festive, but misses the mark. 

Danish Chan, co-founder and strategy director at Untangld, gave it a 5/10 and said: 

Another long table, loaded with mouthwatering food.

This ad nails the execution and the feels. The track and pacing are spot-on, bringing the kind of energy you hope for in a Christmas campaign – joyful without tipping into cheesy. The carrot Christmas tree? A clever little touch.

But the strategy behind it feels a bit thin.

‘Make this Christmas a classic’ nods to traditions, but the ad doesn’t carve out a unique space – it could be for any grocery store. In a world where Netflix drops 121 guilty-pleasure Christmas movies every season, will anyone really remember this spot?

It’s festive, sure, but not exactly unforgettable.

Riana McKenzie and Zoe Perrin, senior copywriter and senior art director at Clemenger BBDO, gave it a 3.5/10 and said: 

Firstly, we want to give props to any creative tasked with working on a supermarket conglomerate riddled with dicey press. It doesn’t exactly lay the groundwork for exciting, brave work – which this piece seems to be hamstrung by. Undoubtedly, there would’ve been some painful creative sacrifices behind the scenes.

But that said, ‘just blaming a client’ isn’t always fair. Original ideas can come from constraints. So sadly, this spot misses the mark for us. Fundamentally, the core story isn’t strong. A kid trying to flag down Santa is a well-worn Christmas ad trope, and this isn’t executed in a way that’s particularly interesting, crafted, or fresh. A real shame for ‘The Fresh Food People’.

The visual of a giant carrot is arresting, sure. So much so, if this weren’t an ad but instead a giant installation somewhere – filmed being made in real time – we might like it much more. It would certainly fit in with Australia’s odd affliction for giant food tourist attractions… That said, props to the food styling. Can’t deny the prawns look great. Hope the team got some.

Brand: Coles

Campaign: ‘Make This Christmas More Delicious’

Agency: Smith St (DDB Group Melbourne)

The verdict: Too functional and safe. Where’s the Christmas magic?

Danish gave it a 6/10 and said: 

This is a great example of following all the rules and missing the magic of Christmas.

It’s cheerful, consistent with last year, and leans into the fun idea that elves don’t just make toys – they make food, too. And the execution is very charming. On paper, it’s a good festive spot but it’s missing something.

Having a big family feast and some elves isn’t enough. It’s borderline cliché.

The best Christmas ads capture an emotional truth that reminds us why we love this time of year. Even if you are selling banana prawns and mangoes.

Unfortunately this spot has taken the magic and wonder of Christmas and made it something functional. It’s hard to not feel that they are more interested in fresh food than Christmas.

RiZo gave it a 4.5/10 and said: 

Unlike Woolies, strategically, this seems like the right area for Coles. It very much fits with them building equity into their workers. However, this execution is flashing a little too much brief and not enough creative craft. As Zoe would sing, “Your strategy is showing!”

We would’ve loved to stay in the whimsical world more – and push it.

The Plight of the Coles Elves! What lengths do they go to? What troubles do they face? What happens when they run into a dodgy mango dealer!?

Imagine even, a Guy Ritchie-style opening sequence with all our elves given epic introductions (*Zoe wants to note that Riana wrote this bit and was perhaps getting a bit carried away).

Anyway, the story as executed just kind of feels like your Grandpa delivering you a strategy manifesto for Coles… Which is the kind of Grandpa you’d avoid at Christmas. There were glimpses of interesting moments though: A nice attention to detail, some Wes Anderson-inspired framing, and a clear build on last year’s world-building of its helper elves. But it felt like whimsy warring with a safe client – and it doesn’t push far enough to make it feel new.

Brand: ALDI

Campaign: ‘Go A Little Extra’

Agency: BMF

The verdict: Unmistakably ALDI. 

Danish gave it an 8/10 and said: 

Another family feast, but this one’s anything but cliché.

Aldi mixes honesty and warmth, with their signature quirkiness, making this a really good Christmas spot. Staying true to their festive strategy – helping Australians go further during the holidays – the campaign strikes a smart balance. It delivers on their big strategic priority of giving more Australians permission to choose Aldi during Christmas whilst tapping into the smaller, human observations. Especially the one we’re all guilty of; where we ask people to do something small and hope they go a bit extra.

Creatively, the idea is great, executed with just the right mix of wonder, charm, and whimsy. Even the track feels uniquely Aldi. It’s festive, fun, and unmistakably theirs.

RiZo gave it a 7.5/10 and said: 

You best believe Riana will still go hard on the holiday desserts, despite being told quite literally by her parents, “We’re keeping it simple this year”, a few days ago. So, can confirm, this is a very real insight. Executed in a unique, charming, and ridiculous way that sticks completely true to the Aldi brand.

Aldi and BMF once again deliver a single-minded idea in a way that still feels engaging. We love the idea that someone in a creative review was like, “What if a gravy boat was an actual boat!” and they just ran with it. Silly, simple, and refreshing. Out of all the pieces on the table, this one feels like they actually pushed the boat out on craft (pardon the pun). From the eclectic casting, sweet grade, the not-so-commando boat exiting, even the slightly sensual stuffing and ominous flame-throwing… it didn’t feel like your usual glossy, white Christmas ad. That’s what puts it above the rest.

But the real winner for us was the choice of music. How refreshing to be free from the shackles of a Christmas song! And to choose Horses by Salvatore Ganacci… Bravo. As two creatives who’ve been desperately trying to find a home for this banger for a long time… We salute you BMF for putting it in an Aldi Christmas ad.

PS. Chuckled at the other spots too.

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Lauren McNamara

Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.

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topics ALDI BMF Campaign Review Christmas24 Clemenger BBDO Coles Danish Chan Greenhouse Collective Riana McKenzie Smith St Untangld Woolworths Zoe Perrin

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