Christmas ad winners and losers 2016

Christmas ad winners and losers 2016

So it’s that time of year again- lights are twinkling, the smell of mince pies is wafting and the shops are heaving! What better way to get into the Christmas spirit than by checking out this year’s Christmas adverts. We all look forward to them (whether we like to admit it or not!) so let’s see who’s the star on the top of the tree, and who’s burned the turkey!

John Lewis – Buster
We have to start with John Lewis. They have successfully carved their place in the market year on year creating big, well-rounded campaigns; not only do you get the ad itself which moves you to tears, but you can buy the shopping bag or teddy to match! This year, Buster the dog surprises us all when he rushes for the first go on the trampoline on Christmas morning. John Lewis have admitted they wanted to avoid ‘sadvertising’ this year, after concerns last year’s man on the moon was too bleak. Buster is certainly charming and the message is clear, neatly tied up with John Lewis declaring ‘Gifts that everyone will love.’ But is it as moving as previous adverts, such as Monty the Penguin, the Bear and Hare or the Snowman? We’re not sure!




Sainsbury’s – The greatest gift
Fitting in with John Lewis’ sentiment that this year is more about Christmas cheer, Sainsbury’s has rather fittingly hired international funny man, James Corden to provide the comic relief. With a catchy song everyone can relate to, James Corden is now climbing the charts, rivalling the cover by Electronic trio Vaults of Randy Crawford’s One Day I’ll Fly Away used by John Lewis. Praised for its relatable, inclusive theme and focussing on quality time with family rather than material presents, it’s striking a chord with the nation. Plus, sticking with its blend of humour and sentiment (like with Mog last year) Sainsbury’s seem to be onto a winner. But, do we prefer the more solemn adverts, such as 2014’s world war one tribute? You decide!




Coca Cola – Holidays are coming
For some Christmas starts with John Lewis. But for others, Christmas starts with the arrival of the Coca Cola Trucks! In 2016’s advert a young boy chimes the bells as he sees a fleet of bright red trucks wind around the horizon on their way to the town. Christmas joy quickly ensues. This is a tried and tested formula; Coca Cola tend to keep their adverts short and nostalgic. They’re not making particular statements as some of the other big brands are. They can afford to be confident as they’ve successfully established themselves as a Christmas brand, which includes touring their trucks around the UK. Though controversy has arisen this year, as Santa no longer winks from the back of the truck. Has this ruined it for you? Let us know in the comments below!




Marks and Spencer’s – Mrs Claus
Although facing crisis in the fashion section of their business, there’s no signs of trouble in M&S’ 2016 advert, featuring the Bond-like exploits of the often overlooked Mrs. Claus. This one ticks all the boxes for us- visually, it’s stunning (including Mrs. Claus’ red dress, which you can buy now), the music (by internationally acclaimed composer Rachel Portman) is spot on and the message is clear and sweet. This advert doesn’t over-think, it sticks with a Santa story and a brother trying to do something nice for his sister. A little clichéd perhaps, but not too gimmicky as perhaps the Sainsbury’s ad can come across. In particular, compared to last year’s rather crass and overly modern, the art of Christmas, M&S’ efforts this year are well thought out and moving. Our favourite for sure!




Heathrow- Coming home for Christmas
Heathrow seems like the odd one out here, but the airports actually have a rather unique angle that everyone can relate to, even if you don’t fly home for Christmas! Taking advantage of this, and the fact that everyone loves teddies, Heathrow have managed to successfully create that warm, fuzzy feeling! We watch as a bear couple navigate their way through Heathrow (making use of all the available services of course) and meeting with who we originally think are their owners… until they transform into grandparents. It’s a simple concept, but hugely effective; leaving the surprise or twist to the end of the advert (like with Monty the Penguin) making the reveal all the more satisfying. Do you agree?