BlogHelena Martin

Our favourite Christmas advert of the year is...

BlogHelena Martin
Our favourite Christmas advert of the year is...

Every year as Christmas approaches, trees are put up, decorations are hung, TV rooms become crowded and within each 5-minute break during your fix of X Factor, a UK supermarket chain makes its Christmas-themed plea for your loyalty.

Over recent years, “The Christmas Advert” has become a statement of creativity and innovation in attempts to gain YouTube views and trending hashtags. Whilst each company chooses a different route to achieve this, they all aim to deliver a message that allows viewers to attribute the brand to Christmas cheer.

As our anticipation for Christmas adverts increases, Christmas ads have fast become a vital part of the 21st Century Christmas experience. Now that all of the big players - and some surprise newbies - have released their 2016 adverts, it's time for our annual review...

Our top 10 have been collated and rated out of 10 for memorability, originality, and Christmas cheer by our Digital team.

Which one takes your Christmas advert crown?

10. Tesco

Memorability: 2/10

Originality: 3/10

Christmas cheer: 3/10

What did we think?

We were underwhelmed by this advert. Rather than telling a story or using characters to engage, this ad follows a woman who appears to be dreading Christmas rather than looking forward to it as she does her weekly shop. It strongly promotes the supermarket, which many of the others lack, but other than this - or perhaps due to this - it is a boring advert and lacks in all areas of our voting criteria. 

What did Twitter think?

9. Debenhams

Memorability: 3/10

Originality: 4/10

Christmas cheer: 3/10

What did we think?

It's hard to form any sort of emotional connection with a talking handbag or coffee machine! There's no story behind this advert and, despite the obvious alluding to Xmas gifts, it doesn't feel 'Christmassy' enough.

What did Twitter think?

8. Lidl

Memorability: 4/10

Originality: 5/10

Christmas cheer: 8/10

What did we think?

The song choice and family vibe made this advert very Christmassy and we liked the subtle yet notable inclusion of the branding, however there is nothing too original or memorable about the advert once it's over.

What did Twitter think?

7. John Lewis

Memorability: 6/10

Originality: 8/10

Christmas Cheer: 4/10

What did we think?

It is a very creative advert and it made us giggle the first time, but we expected more from the long-awaited John Lewis advert. For us, the song is a bit slow - something more upbeat would have boosted its Christmas Cheer and Memorability factors.

What did Twitter think?

6. Waitrose

Memorability: 4/10

Originality: 9/10

Christmas Cheer: 7/10

What did we think?

The robin, the snow and the mince pie all make this feel fairly Christmassy! It's original however potentially slightly slow for the audience to maintain attention and remember it afterwards.

What did Twitter think?

5. Very

Memorability: 6/10

Originality: 7/10

Christmas Cheer: 9/10

What did we think?

This advert shows what Christmas is about - giving. The song goes really well with the storyline and the playful tone makes this an easy one to watch and remember.

Their #LoveGiving hashtag has also been attracting huge engagement on Twitter as Very invited Tweeters to send in selfies of people who resembled the characters in the advert - a great joined-up campaign!

What did Twitter think?

4. Aldi

Memorability: 8/10

Originality: 9/10

Christmas Cheer: 6/10

What did we think?

We love Kevin the Carrot!! This advert stands out whilst also managing to promote the brand and what they sell. We particularly like the originality of a voice telling the amusing, poetic story which we believe draws you into the advert more than the music on some of the other adverts.

What did Twitter think?

3. Heathrow Airport

Memorability: 9/10

Originality: 8/10

Christmas Cheer: 7/10

What did we think?

This creative advert follows the journey of two bears/grandparents flying home to be with their family for the festive season, capturing the popular notion of 'Coming Home for Christmas' which resonates clearly with Heathrow as a brand. It is touching and original, which means people will remember it.

Our favourite part is the teddy bear passport!

What did Twitter think?

2. M&S

Memorability: 7/10

Originality: 9/10

Christmas Cheer: 10/10

What did we think?

This advert puts a different spin on Santa Claus as the main Christmas protagonist. We really enjoy watching this advert and feel it communicates well what Christmas is about while remaining light-hearted and engaging.

What did Twitter think?

1. Sainsbury’s

Memorability: 9/10

Originality: 9/10

Christmas Cheer: 10/10

What did we think?

We love it! The catchy song by James Corden tells the story in a way that is amusing to follow and hard to forget, while the animated characters add to the fun and creativity of the advert as a whole.

What did Twitter think?

Our winner

So, there we have it - Sainsbury's was our clear winner. Do you have a favourite not included in our list? Let us know on Twitter: @brandformula_uk