It’s that time of year again, the Christmas advert frenzy.

Over the past years, brands have ploughed a huge amount of advertising budget into creating the perfect TV ad. 

It is the once in a year opportunity for brands to really get their customers chatting and ultimately till bells a-ringing!

But what is the secret to making a good Christmas commercial? 

We at Media Agency Group have put our heads together and shared our thoughts on what we feel are the secret ingredients to a good Christmas ad...

The sentiment

Christmas is usually an emotional time of year and anything that tugs on our heart strings, can win hearts and minds.

A random act of kindness, a family bonding experience or a feeling of togetherness between the old and young. 

We all want that warm fuzzy feeling, whilst we are snuggled up with mulled wine next to a roaring fire. Anuncio Lotería de Navidad – “Justino” (2015) for example, was a beautiful Spanish Pixar inspired animation, which takes you on a journey with a lonely security guard whose life is stuck in a routine that involves minimal human contact.

The story

If you haven’t got a story, you haven’t got an advert. The best ads take us on a journey.

The 2014 Sainsbury’s football advert certainly created sentiment by re-telling a powerful true story of Christmas Day in 1914, when opposing British and German soldiers emerged from their trenches to exchange gifts and play football. 

The star

We’ve seen all sorts of animals, objects and people grace our screens over recent years, from snowmen, polar bears, dogs, carrots and kids. The best ads seem to centre around a ‘star’, who we follow on their journey as they fall in love, overcome sadness, laugh, cry – all in the name of Christmas.

This even includes Elton John who certainly divided opinion last year as the ‘star’ of the John Lewis 2018 advert.

Humour

It’s the season to be jolly and many of the Christmas adverts of recent years have moved away from the sentimental format and gone for the belly laughs. 

Aldi and Kevin the Carrot caused a family frenzy, seeming to capture the fun side of Christmas.

The cause

Brands are more and more conscious about their social responsibility, ethical status and charitable links & associating their Christmas ads with a charitable cause. This can be a powerful and engaging association for the brand.

Iceland, the frozen foods supermarket, had a strong cause at its heart last year (2018), with a baby orangutan telling a little girl how his home, the rainforest, has been destroyed by humans harvesting palm oil.

The soundtrack

Images and content are nothing without a good accompanying soundtrack.

Has Christmas even started if you haven’t seen the classic Coca-Cola 'Holidays Are Coming' advert? 

It’s been around for numerous years and shows a young boy ringing a bell to signal that the Coca-Cola Christmas trucks making their way to town. The catchy tune and lyrics of ‘Holidays are coming’ – is a mark for many that Christmas fast is approaching!