Ho ho ho, it's already the holiday season! Spending time with family and friends, sharing, laughing… and consuming. Brands know this well; this period is perfect for communication. Rather than highlighting specific offers, many of them take advantage of Christmas to reaffirm their values and become part of the everyday lives of their valued customers. Driven by an Anglo-Saxon tradition, Christmas campaigns are thus synonymous with emotion and are often more "corporate" than "product-focused." Let's take a world tour of the best Christmas campaigns of 2016… Enjoy!
#1 France: Orange
The first exception to the rule, the Orange “Big Christmas” ad (Publicis) does not play on the emotional string but is endowed with a “massive” humor with a battle of neighbors to see who will have the “biggest” Christmas.
The best part: a social media strategy that draws on web conventions, with 6 "Big Tutorials" that also illustrate the brand's offerings. For example, the video "Pimp my Christmas » evokes sponsorship by featuring PSG players while « Walking Turkey "reminds us of the Orange thematic channels."
#2 United Kingdom : J
On the other side of the Channel, Christmas campaigns are a true institution: it's difficult to choose between them! Heathrow Spot in the style of Love Actually, the story of Mother Christmas by Mark & Spencer,… And John Lewis with #BusterTheBoxer, a Christmas campaign that is both funny and moving.
As a bonus, the star dog of this campaign has been recreated in augmented reality in stores and is very active on social media. John Lewis is thus one of the first British brands to test sponsored filters on Snapchat. A campaign… with real flair! (We couldn't ignore it, otherwise there would have been a problem. STOP!)
#3 United States : Apple
This year, Apple has decided to emphasize acceptance. Beyond family values, which resonated so well in recent Christmas campaigns, the tech giant is promoting openness by featuring Frankenstein's monster. A man "like any other" who simply wants to share the magic of Christmas. A commercial reminiscent of... latest Amazon Prime ad (UK) by adopting a less “risky” position on a subject that can be divisive!
Special mention for the H&M 2016 advertisement, directed by Wes CravenThe 4-minute film features Adrien Brody in the American director's signature style. In just two days, it has already been viewed over 2,5 million times! This spot clearly demonstrates the importance of end-of-year advertising for brands.
#4 Australia: Aldi
Ah, those Americans, always overdoing it! It's true that when you celebrate Christmas on the beach, the atmosphere is slightly different… and even better? That's what the Aldi supermarket chain proves, in a "crazy" ad where an American family succumbs to the joys of a sunny Christmas.
#5 Germany: Edeka
Different continent, different atmosphere. The German supermarket chain Edeka's ad begins as a depressing song criticizing Christmas consumerism. A poem that ultimately transforms into an ode to family values. It almost brings a tear to your eye 😉
#6 Spain: National Lottery
Last stop on our world tour: Spain! Here, it's clear: they want to make us cry. The National Lottery Christmas ad pulls out all the stops with a nearly 5-minute extended version emphasizing the importance of teamwork. And yes, you don't even need to win when you're all in it together.
This campaign also resonates strongly online, with a dedicated website allowing users to discover the stories of the secondary characters. Internet users can also communicate with them directly on Facebook Messenger, thus maintaining the excitement of this "celebration" in the village.
