Last night, the last episode of Downton Abbey Season 5 was on ITV, and so were the bombarding Christmas adverts between the programme. Although I did not count how many adverts I saw last evening that were specifically for the Christmas season, it will not be surprising even if I randomly pick the number of 10 or more: ALDI, Boots, Lidl, Waitrose, John Lewis, Debenhams, Coca Cola, and so on.
Certainly Christmas is coming in the UK. It is impossible not to know this fact, thanks to the Christmas adverts. The Christmas adverts themselves are not new, but it seems there have been attitudinal changes among viewers towards the Christmas commercials, notably since the Christmas commercial from John Lewis in 2013. The viewers were absolutely fascinated by the commercial and are excited to see what this year’s advert is like. This change was possible because companies – like John Lewis – had noticed how much the viewers had been fed up with watching Christmas ‘products’ adverts. They have altered the Christmas commercials by illustrating emotions and atmospheres of Christmas: joy of family gathering and being together, delivering happiness to others, warm and cozy feeling, etc. In other words, by showing what Christmas looks like rather than what kind of specific products consumers can buy at shops, companies have appealed potential buyers as if those companies were nice storytellers.
On the other hand, considering the exponentially rising number of story-telling commercials on Christmas, there is a chance where customers get bored of them as well in the end, or cleverly filtrate what to watch or not and stick to certain brands only which every company hopes to be included in those lucky brands. Those which are chosen by customers as the best Christmas commercials will also have more and more pressures each year. Nevertheless, these Christmas adverts seem to be working as build-up sessions for the coming holidays even though the actual holidays are more than a month away, and certainly creating marketing buzz.
For your information there are several links of Christmas adverts 2014, except the second video is John Lewis Christmas Advert 2013 – The Bear & The Hare:
(John Lewis Christmas Advert 2014 – Monty the Penguin)
(John Lewis Christmas Advert 2013 – The Bear & The Hare)
(Marks & Spencer – Follow the Fairies)
(Tesco – Lights On)
(Boots – Special Because)
(Harrods – The Land of Make Believe)
(Coca Cola – Give a Little Happiness)
(Waitrose – Gingerbread)
(Lidl – The Little Present)
(ALDI – Everyone’s Coming to Us this Christmas)
(Debenhams – Found it!)
(Burberry – From London with Love)
(Sainsbury’s – Christmas Is For Sharing)