Christmas adverts 2019

PLANNER:

HOW CAN WE MAKE PEOPLE HAPPY THIS YEAR WITH A LIGHTWEIGHT MESSAGE THAT WILL RAISE A SMILE. BECAUSE, WE ARE LIVING IN A TIME OF CHANGE FOR THE PLANET. CHRISTMAS DOESN’T REALLY FIT IN WITH THAT, DOES IT?

CREATIVE DIRECTOR:

CHRISTMAS ISN’T SUSTAINABLE. BUT WE’VE GOT FAMILIES TO BRING CHEER TO. ESPECIALLY AFTER THIS DISASTEROUS BREXSHIT MALLARKY.

WE CAN EITHER FOCUS ON PRODUCT OR WE CAN TALK ABOUT SOMETHING TOTALLY DIFFERENT. LIKE MAKING PEOPLE SMILE. IF YOU CAN BUILD ON/RECYCLE LAST YEAR’S IDEAS, EVEN BETTER. BOOTS. OR IF YOU CAN’T, RECYCLE LAST YEAR’S IDEAS AND ADD A CATCHY SONG. THAT’LL DO IT. ALDI.

TAP INTO TRENDS. PEOPLE LOVE THE 90s RIGHT NOW, MAKE IT ‘FRIENDS’, THE MORE CENTRAL PERK THE BETTER. MARKS AND SPENCER. NOSTALGIA IS THE THING. BRING PEOPLE’S CHILDHOODS TO LIFE. HELP THEM TO SMELL CHRISTMAS IN THE 80s/90s/00s OR WHATEVER. BRING NAN’S PERFUME TO LIFE, YOU KNOW? ARGOS.

THE OTHER THING IS, MAKE IT CUTE. IF YOU MAKE SOMETHING CUTE, GEN Z WILL RESPOND. YOU JUST HAVE TO LOOK AT INSTAGRAM TO KNOW THAT. JOHN LEWIS.

BUT IF YOU TRY TO SELL TOO MANY PRODUCTS, THAT’S NOT VERY ECO-FRIENDLY. BUT SOME PRODUCTS ARE GOOD. PICK YOUR PRODUCT. A CHRISTMAS PUDDING WON’T OFFEND ANYONE. WILL IT? BUT IF YOU ASK SOMEONE TO RESTYLE THEIR WHOLE HOUSE, YOU MIGHT OFFEND SOMEONE. MIND YOU, IT REALLY IS IMPOSSIBLE NOT TO OFFEND ANYONE SO MAKE IT CUTE. ADD A SONG, MAKE IT GOOD. IKEA. HELL, THROW IN SOME REINDEER AND YOU’VE LITERALLY GOT A CAMPAIGN. MCDONALDS.

PLANNER:

WHAT ABOUT THE BRAND?

CREATIVE DIRECTOR:

WELL, BRANDS AREN’T JUST FOR CHRISTMAS. I SUPPOSE YOU COULD TALK ABOUT BRITISHNESS AND THE BRAND. I MEAN, WHAT HOOK HAVE YOU GOT TO GO ON? NOT MANY ANGLES LEFT AT THIS TIME OF YEAR. IT’S NOT LIKE WE WANT TO PLAY CHRISTMAS BINGO, IS IT? UK HERITAGE IS GOOD, BEATS THE AMAZON NOT PAYING TAX THING. SAINSBURY’S. YOU’RE A 100 YEARS OLD THIS YEAR? TELL PEOPLE. BUT MAKE IT ENGAGING. I MEAN, IT’S NOT REALLY COOL BEING OLD. TESCO. MAGIC. THAT’S WHAT WE NEED. A DUSTING OF CHRISTMAS MAGIC. SPARKLE. ASDA. BUT MAKE IT GOOD.

IN FACT, IF YOU DO HAVE A MESSAGE, YOU COULD ALWAYS THROW THAT IN AND MAKE AN AD ABOUT IT. VISA.