Consumers look forward to seeing Christmas adverts this year following the pandemic.
After a very different Christmas in 2020 due to the pandemic, it appears we are ready for the return of festive cheer in advertising.
A third (36%) of people want to see a festive tone in ads this year, followed by a quarter of people (24%) who would like ads to be upbeat or optimistic. A fifth (21%) want ads to be funny, while 17% want Christmas ads in 2021 to be nostalgic. Just 5% of people feel they should be focused on Covid. (Source IPA, Opinium)
Unsurprisingly 52% of UK adults plan to make the most of Christmas this year with 51% hoping to eat out, go shopping and visit attractions this Christmas, rising to 72% among 18- to 24-year-olds. Just under half (45%) of UK adults also plan to see more of friends and family than they normally would.
Meanwhile, the study also shows online grocery delivery services are likely to be more popular among men (26%) than women (15%), with Londoners (35%) and those aged 18 to 34 (39%) most likely to use this kind of service.
If you need any help planning your Christmas marketing campaigns please contact our friendly team [email protected].
What will come of Christmas Advertising 2020
Will advertisers deliver a much needed dose of happiness and joy, or will Covid-19 be adding more doom and gloom? Not to sound like the Grinch but Covid-19 has ruined 2020 and Christmas this year is not going to be the same.
As always, this time of year is when brands begin to roll out their Christmas ad extravaganzas. Not only are they vital for business, but research last year found advertising plays a key role in getting people in the festive mood, and in these times, rarely has there been a greater need to lift the public’s spirit. Consumers are crying out for advertisers to provide some festive cheer!
But for marketers and designers having to devise relatable Christmas ads while being uncertain as to what Christmas will even look like this year, the challenge is huge..
Each year, big brands like John Lewis and Amazon can be relied upon to dig deep into their budgets and bring out the big bucks to spend on their blockbusters, as they battle to win the Christmas ad showdown.
The campaigns released so far have been a mixed bag of attempting to distract customers from the pandemic, and directly addressing the elephant in the room. Amazon has been widely commended for sensitively approaching the topic in a way that doesn’t feel downbeat. Argos on the other hand decided to swerve the topic altogether and is all about possibilities and dreams. Seeing Christmas through the eyes of children. The hotly anticipated John Lewis advert has also now arrived and is part of a campaign called ‘give a little love’ which aims to raise 5 Million pounds to help 100,000 families in need. They always create a tear jerker!
There is the issue of family gatherings; how would advertisers be able to recreate these group scenes without knowing if people would be able to get together? Which is why Argos went down the route of ‘magic’, which it used as a way to talk about dreams coming true, depicting young magicians seeing their extended family in a dreamlike theatre setting.
This Christmas looks to be one for the history books. There’s no doubt that brands will be less generous with their ad spend, but that doesn’t mean consumers should expect no gifts. We hope you all receive that magic and sparkle that everyone deserves during the festive period.
If you need help with your Christmas advertising contact our friendly team [email protected].
The 2019 Christmas adverts have started!
We can’t believe it’s that time of year again, but the 2019 Christmas adverts have started. Join us as we look at some of our favourites so far…
One of the first adverts to appear on our screens this year, was Very’s. We think it’s a great start to the Christmas advert season!
For the first time in almost a decade, Argos is putting their paper catalogue at the centre of their Christmas campaign.
The singing boxes are back! This year to the tune of Solomon Burke’s classic track, Everybody Needs Somebody to Love.
Smirnoff have kicked off the party season with their cheeky advert featuring Laverne Cox, here’s to not-so-Silent Nights!
It doesn’t get more festive than Mariah Carey, who finds herself in a tussle for the last bag of Walkers in this ad.
Will Kevin the Carrot defeat the Leafy Blinders?
Featuring the choir from Ysgol Gynradd Gymraeg Llwyncelyn in Porth, Rhondda, Paddy McGuinness and Emma Willis, this advert features some of M&S’ festive offerings.
This is giving us Stormzy-vibes, is there a full-length version of the song? Asking for a friend.
In this (true) tale, we follow the story of Nicholas the Sweep in Victorian London.