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Brands on Tap is back with a festive treat. In this bonus episode, we provide a very honest review of this year’s trending Christmas adverts, exploring the creativity, storytelling, and marketing strategies behind them. From narratives that hit you hard in the feels to bold brand statements, we break down what we feel works, what doesn’t, and what makes these ads stand out in the crowded holiday season - all from the perspective of marketers and creatives. Don’t forget to share your thoughts and opinions in the comments. Do you agree or disagree? Tune in now → https://lnkd.in/eKrdq2hD Available on YouTube, Spotify, Amazon & Apple. Brands we discuss: John Lewis & Partners Aldi UK The Coca-Cola Company Tesco Lidl GB Sainsbury's Marks and Spencer Waitrose & Partners Barbour Asda #christmas #advertising #marketing

Here's the reason everyone is talking about THIS Christmas ad 👀 If you check Sainsbury's track record, they've managed to remain in the Premier League for a decade (give or take). One of their most iconic ads was the 2014 cinematic war masterpiece, '1914' which won hearts and touched nerves equally. Of course, the same can't be said for a lot of other brands, who often fail to evoke any feeling at all. I saw a lot of people talking about this ode to Roald Dahl's 'BFG' and so I watched the ad with high expectations. Here's what I thought of it: → It is of course, beautifully crafted with the blend of CGI and live action → It gave me the warm 'n' fuzzies with its nod to childhood → It displays humour, hope and a bit of 'aha!' → It has a purpose-driven undertone, with its partnership to Comic Relief → The Sainsbury's employee in the ad is a real employee, LOVE THIS My only critique, is that when I look back at some of the best Christmas ads of all time, even ads from Sainsbury's back catalogue, I wonder if they missed a couple of key points: 1. An Inciting Incident: This is storytelling 101... there needs to be an event that drives the reason for the story. Something to create a clear 'before' and 'after'. I think this ad could have started with a more obvious and emotional problem to solve. 2. "Want to go big this Christmas?" I get why they used this line at the end as a 'pay off' for the BFG concept, but I feel like it says the opposite to the core message, which should be about small gestures going a long way. Especially for people who need it at Christmas. All in all though, it's a lovely ad. I'm excited to see which brands can put a smile on our faces throughout the festive season. What do you think?

Will Sainsbury's GO BIG this Christmas? Sainsbury's has taken us out of the everyday this year on a Roald Dahl Christmas adventure with the BFG. 📈 Over the last year or so we’ve seen Sainsbury's impressively build people's predisposition on #KantarBrandDynamics, reaching its highest recorded level just before this ad broke. With stronger perceptions on the things that influence their shoppers. A great standpoint from which to launch their Christmas activity. 🎇 More phizz-whizzing than last year’s ad (The Big Fella’s Christmas Dinner) and an ad that has the potential support Sainsbury’s long-term brand building - it's in the top 20% of ads on long-term effectiveness on #KantarLink+. But if I'm being critical, it feels softer and less immediately ‘punchy’ than last year’s ad, which had more blatant Christmas cracker cheesiness (with Rick Astley’s appearance). … but coupling BFG with more direct product and pricing ads (which I'm sure is no doubt the plan) should serve them delumptiously this Christmas. 👩💼 A key differentiator in Sainsbury's BFG ad is that they are one of the few stores to hero their staff (Sophie in the story) and her adventure with the BFG helps convey the great lengths they personally go to serve their customers the best fresh food. Sainsbury's bring us beautifully back to earth with the practical community strength of the brand and store in providing ‘good food for all of us’. 🏆 I'm looking forward to seeing how this plays out on #KantarBrandDynamics and #KantarWorldPanel tracking up to Christmas.   #ChristmasAds #KantarMarketplace Lynne Deason Leonie Gates-Sumner Dom Boyd Rachel Evans Winnie Cheng Amy Cashman Emma Hargreaves Helen Pearson Kate Pilling Suzannah Rowland Ben Krzysica Jamie Donovan

✨ Behind the Glitter: The Financial Story of Christmas Advertising 🎄💰 The festive season isn’t just about twinkling lights and catchy jingles – it’s also a high-stakes financial game! In our latest blog, we explore the strategies behind iconic Christmas campaigns from retail giants like John Lewis and Tesco. Discover how these brands balance creativity with costs to boost sales, build loyalty, and achieve a sparkling return on investment. 🌟 A world where holiday magic meets money management! 💡🎥 👉 https://lnkd.in/evy9u5Sm #ChristmasAdvertising #FestiveMarketing #JohnLewis #Tesco #FinanceMeetsCreativity #AccountancyInsights

I absolutely LOVE Sainsbury's 2024 #ChristmasAd featuring the BFG! 🎄✨ Every year, I look forward to seeing new Christmas ads that make us all smile, reminisce, and give us those holiday vibes — and this year, Sainsbury's has nailed it. Taking inspiration from Roald Dahl's BFG, they’ve delivered a beautifully crafted, whimsical reminder of the magic and kindness of Christmas. Here’s why this ad stands out for me: → Authentic and relatable – With a real Sainsbury’s employee as the BFG's co-star, it feels genuine and true to their brand. → Beautiful blend of CGI and live-action – The visuals are nothing short of enchanting. → Purpose-driven – Tying it in with Comic Relief adds such a meaningful undertone, reminding us that Christmas is as much about giving back as it is about joy. → Nostalgic – Feauting the BFG brought me straight back to childhood, evoking such a sense of wonder and joy. In an age where holiday ads can sometimes feel overly staged, this one felt like a breath of fresh air. Sure, there are ways they could have leaned a bit more into storytelling with a clearer "before" and "after" moment, but I think they’ve beautifully captured the spirit of generosity and magic. This Christmas, it’s all about those small moments that mean the most. Can't wait to see which other brands step up to bring us more holiday cheer! 🎅💫 What are your favourite Christmas ads of all time? Add them in the comments 👇🏻 #seasonalcampaigns #digitalmarketing #storytelling

Where some brands are content with just one cultural reference in their festive ad, Walmart have crammed them into this year’s holiday commercial. Spongebob, The Simpsons, and many others appear in a Publicis-made ad which takes a different strategy to the brand’s retail rivals and earns itself the Ad Of The Week Spot. Read our exclusive Test Your Ad report and write-up for more: https://hubs.la/Q02ZRSxF0

Trend to Tradition - The Christmas Advert Revolution ✨ With trends, we rarely remember who started them - just who did it best. But sometimes, a brand doesn't just start a trend; it makes a legacy. This is exactly what John Lewis did in 2007, setting a new standard for Christmas adverts. Join us as we dive into how users form deep connections with brands through festive video advertisements, how this effects their purchasing habits and why it encourages them to develop brand loyalty: https://lnkd.in/eYG74wNT With all this in mind, who do you think will be the Christmas ad winner this year? A staple like John Lewis or Aldi, or a surprise entrant? Let us know in the comments ➡️ #TeamFishtank #JohnLewis #ChristmasAds

🎄If Kevin the Carrot swinging across your screen doesn’t get you feeling festive, maybe Dawn French dancing for Marks & Spencer will do the trick! Christmas ads have come a long way from the good old days when Woolworths was still around, dazzling us with product-packed montages and price tags galore. Now, it’s all about storytelling. Brands like John Lewis and Aldi focus on emotions, creating heartwarming mini-movies that stick with us long after the wrapping paper’s gone. 🌟Want to know how this shift is changing the game for marketers? Check out our latest blog for insights and festive inspiration by clicking on the link in the comments.  #ChristmasAds #Storytelling #ContentMarketingAgency #FestiveCampaigns

🍬 As McDonald’s introduces the Grandma McFlurry, inspired by grandmothers' candy-filled purses and targeted at Gen Z, we asked YCCI Executive Director Treeny Ahmed for her thoughts on this use of nostalgia in advertising: "We observe a growing trend where brands strive to create elevated experiences or "moments" by tapping into nostalgia. Whether it’s evoking childhood memories through familiar foods or showcasing trinkets and games that remind consumers of their youth, brands are using these nostalgic elements to bring consumers joy. Interestingly, there is also a demand for vicarious nostalgia—a wistfulness for a time outside one’s memory that remains relatable. For instance, Gen Zers feeling nostalgic for the 90s. Overall, it seems that during stressful times, indulging in nostalgia offers a comforting escape from reality." https://lnkd.in/e5EiaGfJ #nostalgia #grandmamcflurry #grandmacore

Who else remembers the excitement of a McDonald's’s birthday party as a kid? Whether you celebrated with Happy Meals and party bags or were just lucky enough to score an invite, McDonald's 50th anniversary campaign is brought those nostalgic memories back in the best way! I have to say, I loved the McDonald's’s 50th birthday celebration campaign! They totally nailed that perfect blend of nostalgia and fun. The Birthday Cake Donut giveaway and the throwback party bag concept immediately took me back to those classic McDonald's birthday parties we all remember (seriously, how cool were those?!). And the fact that they recreated an actual '80s McDonald’s restaurant in Woolwich (where the first UK location opened) was such a brilliant touch. From the Cheeseburger Stools to the Apple Pie Tree, they really went all out with the retro vibes! 🍔🍟 What I especially loved was how they made it feel like a true celebration for everyone in the UK. The OOH posters inspired by old-school birthday invites were such a clever way to advertise, and the exclusive 50th-anniversary merch was just so fun! 🛍️ This campaign really did a great job of bringing back those warm McDonald’s memories while making new ones. 💫 Hats off to the teams behind it for creating something that feels so joyful and authentic. It’s a perfect reminder of how you can mix brand heritage with fresh ideas to create something really special. #Marketing #McDonalds50 #Nostalgia #BrandCelebration #DigitalMarketing #BScMarketing #CampaignLove