After a tumultuous year it’s finally time to celebrate the holiday season with friends and family. Some brands with their cutting edge marketing strategies made timely and clever Christmas campaigns.
The tone is noticeably distinctive from campaigns in the prior years. This year big ticket brands have moved away from a commercial angle and through their campaigns have narrated a story. Whether they sparked emotion or a good laugh, they were relatable for 2020 and the perfect way to start celebrating Christmas.
Here is a list of the 5 most successful campaigns of 2020
Toys R Us
This emotional campaign begins by looking back on the year with children staring out of the window, looking disappointed at closed playground and family video calls. The second half becomes more upbeat as the kids get ready for Christmas, they send letters to Santa, unwrap presents and hug family. The tag line ‘make it a Christmas to remember’ let Toys R Us remind customers of how magical Christmas is for kids.
Why it works
This Christmas ad campaign tugs on the heart strings. Watching children miss out on the simple things like visiting a playground reminds us that good times are coming, and that starts with a memorable Christmas.
This campaign gets extra points for cultural diversity, reflecting our multicultural population. It also focuses on the story and celebration opposed to the commercial benefit. There were homemade toys and kids playing outside instead of all the kids having the latest toy. This speaks to a much broader audience.
Coca-Cola
This clever campaign by Coca-Cola could be the most emotional one yet. A devoted father sets off determined to deliver his daughter’s letter to Santa in the north pole. After traveling through all conditions, he arrives. Santa in a Coca-Cola truck is then ready to bring him home and hands him back the letter. Upon opening the note, it says “please bring daddy home for Christmas” and he realises he’s made it back in time. It ends with the tag line “This Christmas, give something only you can give”.
Why it works
This campaign brought many viewers to tears and was applauded on social media. Coca-Cola is known for their cheerful and happy campaigns however this has a more sensitive approach has paid off.
This year has been tough for majority of people mentally and financially, and it’s a nice reminder that time is one of our most precious gifts.
Tesco
Tesco’s Christmas campaign is No Naughty List. In the campaign we hear confessions about siblings getting bad haircuts, buying too much toilet paper and a mum saying she didn’t teach her kids maths. Tesco encourages us to give ourselves a break and have all the treats we want this Christmas
Why it works
This lighthearted and uplifting campaign is what the audience needs, a funny break from reality. It reminds us not to be too hard on ourselves and just enjoy the holiday season. It also features a classic Britney Spears song – it’s about time Mariah Carey got a run for her Christmas-song money.
Disney
Disney launched their heartwarming animated campaign From Our Family To Yours, a story about a grandmother, her granddaughter and their Christmas traditions. This sentimental ad is in support of children’s charity Make-A-Wish. The audience can purchase a vintage Mickey Mouse toy from the Disney Store with 25% of the proceeds going to the charity.
Why it works
The theme of family and loved ones is especially emotionally charged this year, and this story reminds us to focus on tradition and family. With more than two million views this animated story will be sure to make you smile (and perhaps discover something in your eye). In true Disney style it sends a message of love while showing that the brand has been a part of family traditions for many years.
M&S
This is M&S Christmas Food
We all know what an M&S ad looks like and this year they’ve added a special twist to an already mouth-watering Christmas campaign.
M&S has teamed up with nine beloved celebs: Olivia Coleman, Chiwetel Ejiofor, Eddie Redmayne, Gillian Anderson, Dame Helen Mirren, Jeremy Irons, Dame Julie Walters, Naomie Harris, and Tom Hardy, who will each voice a different food porn ad.
This particular ad is voiced by Olivia Coleman as evidenced by the slightly more humorous and carefree narrative to the video
Why it works?
Each celebrity who narrates the ad is handing their fee over to charities of their choosing. M&S Food will also donate an additional £1m across a diverse range of organisations including Shelter, Together for Short Lives and the 35 charities it supports through its Sparks card loyalty scheme. Through this campaign it’s noticed that this is a demonstration of contributing back to society.