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Christmas ads in unprecedented times


The pandemic continues to heavily impact our lives. Nevertheless, there is one thing that is unlikely to change: love for the Christmas ads. And even though 2020 is an unprecedented moment in an uncertain time, the retailers have continued to find ways to capitalize on consumers love for the festive season. What were our favorite 2020 Christmas campaigns?

John Lewis: little gestures of kindness

For many people, the John Lewis Christmas advert in the UK, signals the beginning of the holiday season. This year, the much-awaited campaign from the British retailer focuses on acts of kindness, empathy and generosity inspired by the public spirit. What is more, the campaign’s goal is to raise £4 million for two charities: FareShare, which helps those facing food poverty, and Home-Start, which works with parents who need support. John Lewis encourages its customers to follow the campaigns’ message and give a little love in multiple possible ways: by making a charity donation, buying one of the campaign products with 100 per cent of profits to be donated, using their loyalty card to increase the donations or by simply giving a little love to someone in need or helping the ones in need from the local community.

 

Xfinity’s Greatest Gift

As the pandemic takes family moments away from us and makes us realize how much they matter to us, Xfinity – the telephone service company – released a special Christmas ad staring Steve Carrel as Santa, who struggles to imagine which presents could cheer up people, ‘’After the year we just had, the usual gifts are just not going to cut it’’. One if the elves comes up with a method that packages life’s most pleasant moments into a box – from family snowball fights to the scent of a grandma cooking her favoring foods. The campaign portrays the Santa Claus village as a very connected community with Santa gathering his elves via videoconferencing or FaceTiming them, drones packing up the sleigh, a reminder that technology can bring people together despite social distance.

 

Intermarché – ‘Until my last breath’

Intermarché i n France i s coming back with another signature long cut: “Until My Last Breath” that acknowledges the stellar work of healthcare professionals. While the pandemic context is hardly referenced, the campaign se nds a strong message of hope and gratitude.

 

Co-op raises spirits for Christmas

Co-op in Great Britain is focusing on little gestures of kindness within the community, featuring two young real-life brothers from Leeds, who aim to raise the spirits by singing “Round Are Way” by Oasis outside a Co-op store. A reminder, that regardless of how unprecedented this Christmas might be, tomorrow is another day, and we can always make a difference within our communities.

 

At Tesco in 2020, there is no naughty list

After a year full of challenges, working at home, travel bans, home schooling, shopping difficulties – everybody needs a break. For Tesco, anything that might have landed you on the naughty list: from working at home in pyjamas or stockpiling toilet paper – all those “covid sins” don’t count, because after a year that everyone wants to forget, it has never been a greater time to indulge ourselves.¨

 

Sainsbury’s, the family coziness

Many of this year’s Christmas adverts focus on the theme of families as people wait to see how the Covid restrictions will impact their festive plans. Sainsbury’s crafted a relatable look on that matter, yet still focusing on the memories that Christmas brings, a nostalgic time-tripping whilst providing a sense of optimism and the sentiment of a genuine family coziness.

 

A sustainable stance from Ikea in Russia an d Denmark

The Swedish retailer is widely known for its strong environmental engagement as well as green marketing strategies. In the continuity to this line, for its holiday campaigns in Russia and Denmark, Ikea advocates for saving food instead of tossing it away. Both films from both countries – in a very cinematic way – remind us that the holiday food feast doesn’t have to be marked by food waste and overindulgence.

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