Christmas is fast approaching, which means we’ve all got a critical eye on the adverts. Our planning team, Tim Gallant & Louise Cox have made a list of who’s been naughty and nice this year, and you better be sure they’ve checked it twice.

 

Nice

 

IKEA – Silence the Critics 

 

 

Louise – You wouldn’t expect grime and Swedish flat-pack furniture to work together, but it really does in this quirky spot by IKEA. Based on the insight that millennials feel pressure from social media for their homes to look a certain way, IKEA shows that with a bit of imagination any home can be guest-ready. While I wasn’t sold on the grime-singing ornaments at first, they quickly won me over with comedy value. As IKEA’s first Christmas Advert, it stands out for all the right reasons.

 

Argos

 

 

Tim – A nice, heart-warming ad that makes us all remember when we were kids and used to get our catalogs, eagerly circling those for the wish-list as we waited impatiently for Christmas morning. I loved everything about this spot. The interaction between father and daughter, the song choice, and prominently at the heart of the ad, a few well-placed products that demonstrates the breadth of offering. Well done Argos.

 

Naughty

 

Selfridges – A future fantasy

 

 

Louise – Again jumping on the grime trend, Selfridges fails to hit the right tone with their future fantasy Christmas advert for me. I appreciate what the brand is trying to do, and reflect the new modern youthful consumer who wears athleisure wear, but it feels a bit try-hard. If Selfridges is trying to reflect what Christmas looks like in 1,000 years, I expect more than what ultimately looks like a designer rave. It could have had so much potential to show Selfridges at the forefront of fashion innovation, instead it just looks copy-cat.

 

Burberry

 

 

Tim – On the one hand, it is different, and in marketing, as in life, variety is the spice of life. That said, this one feels too random, and possibly off brand. Just three years ago, we had the ‘Tale of Thomas Burberry’ ad, which was all about nostalgia, history, classical looks and heritage. Now, it feels like the brand is trying to appeal to a younger audience, but at the cost of its unique brand essence that is known around the world. Not all bad, but with Burberry, one expects a bit more.