It’s Christmas… Well on TV it is at least

5th May

It’s that time of the year again where our television screens and Twitter feeds are filled with captivating Christmas campaigns and tear-jerking television adverts. 2014 has been the year of the Christmas ads, with major retailers competing for top place in a crammed market. We take a look at our top three favourite Christmas campaigns of 2014…

Marks and Spencer
TV Advert: The television advert nicely delivers the campaign’s theme of two fairies granting wishes and bringing Magic and Sparkle into our living rooms. The advert is stylish, but rather trivialises the act of spreading kindness when compared to the heart-warming scenes brought to us by the likes of Sainsbury’s and Boots.

Press reaction: The campaign generated good press coverage, with the identity of The Two Fairies making great content for articles from The Daily Mail, The Guardian and The Mirror, to name just a few.

Social media: One of the most intriguing social media campaigns of 2014. Starting at the beginning of November, M&S used social media to track down ‘wishes’, and sent random gifts to make these wishes come true. Thus, @thetwofairies were born. The social media account had over 12,000 followers before the Christmas ad was even aired, rising to over 27,000 followers following the launch of the advert.

Overview: Reaching No. 1 in City Numbers’ poll for the top Christmas advertising campaigns, the overwhelmingly positive response on social media will have undoubtedly played a major role in the success of this campaign. And, with @thetwofairies vowing to keep spreading kindness to strangers throughout the Christmas season, M&S are genuinely connecting with their customers.

Score: 4/5

Sainsbury’s
TV Advert: The advert recreates the famous Christmas Day truce from the First World War. Two young soldiers form a bond, and the exchange of gifts at the end of the advert nicely ties-in the ‘sharing’ theme.

Press reaction: Most major newspapers and websites have written one, if not several, articles about the advert. The perfect timing of the advert release to coincide with the WW1 centenary ignited both public and press reaction.

Social media: The advert has created a divide amongst Twitter users. Whilst most claim that the advert is well meant and touching, some have branded the advert cynical and disrespectful. Either way, the campaign has certainly got people talking. Sainsbury’s hashtag #ChristmasIsForSharing was mentioned over 20,000 times on Twitter in its first day since launching, according to Sysomos.

Overview: Despite receiving over 135 complaints about the advert, Sainsbury’s is on par with M&S when it comes to using their Christmas campaign for good. The £1 chocolate bar, shown in the advert, will be sold in Sainsbury’s to raise money for the Royal British Legion and generate plenty of positive PR.

Score: 3/5

John Lewis
TV Advert: The touching advert sees a young boy’s adventures with his penguin sidekick, Monty. When Monty begins to yearn for true love, the boy buys him Mabel, a female penguin, for Christmas.

Press reaction: The advert achieved somewhat of an anti-climax reaction compared to last year’s iconic 2013 advert. Most people seem to be talking about the extortionate prices people are willing to pay for a plush Monty figurine.

Social media: The £7m campaign has achieved over 14m YouTube views, topping last year’s The Bear and The Hare views. John Lewis’s official hashtag #MontyThePenguin was mentioned more than 90,000 times on its first day since launching, according to Sysomos.

Overview: With the searches for ‘penguin toys’ up 1,400% since the advert was launched, according to VoucherCodesPro.co.uk, the loveable penguin has captured our hearts. This won’t hurt John Lewis’ near sell-out Monty & Mabel gift collection.

Score: 5/5

So that’s a round-up of our favourite Christmas campaigns of 2014. But what about forgotten campaigns of years gone by? In this interesting article, experts share their favourite adverts from the ghosts of Christmas past: http://www.theguardian.com/media-network/2014/nov/14/christmas-adverts-john-lewis-2014