Christmas adverts 2024, MP Tourism and more: creative roundup of the week

Every year, Christmas themed ads are the highlights of the global advertising calendar. The festive season naturally seeks a spike in consumption across categories and hence many brands invest in campaigns to be in the consideration set. UK retail brands such as John Lewis, M&S, Lidl among others dominate the buzz around such campaigns. This week my curated list includes these and more.

Waitrose: Sweet Suspicion

I think it’s a misconception among some creatives in ad agencies that feel good ads during festive season have to be only about ‘shiny happy people’ having a good time. Resisting cliches is a good thing but resorting to be quirky, mocking, controversial, preachy or just not reflecting the common mood of the festival – just for the sake of being different is a negative approach, in my view.

Proof? A new campaign from Waitrose in the UK. It features an ensemble cast including Matthew Macfadyen of “Succession”, comedian Joe Wilkinson from “Afterlife”, Rakhee Thakrar of “Sex Education”, Sian Clifford from “Fleabag”, Dustin Demri-Burns of “Slow Horses” and Eryl Maynard of “Agatha Christie’s Miss Marple. The format is unlike a typical 30-second advert with a story. It is an episodic web series in a way. The premise of a dessert – not just any dessert but the No.1 Waitrose Red Velvet Bauble Dessert, being ‘stolen’ and a detective trying to solve the ‘crime’ brings a smile. It would fit into the ‘feel good ad’ in my book, without being sugary syrupy or simply showing a montage of overly happy people with fake smiles, hugging each other or getting teary eyed.

Agency: Saatchi & Saatchi UK

Club 21: notice the difference

Counterfeit (using the same brand name) or imitation products (products similar in style but not necessarily the brand name) are common in the fashion industry and FMCG. Any popular brand can fall prey to such – as we see fake Rolex, Nike and so many other brands in the market. Some try to imitate the distinct signature style of a popular brand – Burberry’s or Chanel for example using their brand elements.

A new ad from Club 21 takes such wannabe brands head on in true Thailand advertising style: entertaining, clever, respecting audience’s intelligence but yet anchored on sound business strategy. The ad might take a few seconds to register – but that’s what makes for effective advertising, right?

Agency: BBDO

Madhya Pradesh Tourism: moh liya re

The track record of Madhya Pradesh Tourism delivering great ads is pretty good. Remember ‘Hindustan Ka Dil Dekho, MP Ajab Hai Sabse Gajab Hai‘ and others? A new ad featuring actor Pankaj Trivedi effectively conveys there’s nothing like being there physically to experience the sights – placing the actor in front of a green screen to drive home the point.

Uber: Your nearest driver is minutes away

During the initial days of Uber, both the app experience and the service experience were considered top notch. The ‘Uber of YXZ’ was even considered as a business model and benchmark by many. At least in India the service delivery has deteriorated since launch. But in the west I guess the certainty of getting an Uber at any time is a promise they can keep. A new set of ads in UK presented the service as a sensible alternative in tricky situations.

Agency: Mother

McDonad’s UK: money’s worth

Affordability as a plank can be presented interestingly without connoting ‘cheap’ or poor qaulity. Back in 2000, McDonald’s UK created these classic ads comparing the amount of work someone has to do to earn the 99p Quarter Pounder. In a new avatar of a similar thought the Saver Menu is compared to other items for that price and the ‘worth’ you will get out of them.

Agency: Leo Burnett

Lidl: a magical Christmas

Christmas is a very well marketed affair through popular culture. Hollywood has a ‘Christmas movie’ genre – known for its positive, uplifting stories and several with stories of faith and miracles at the core. Advertising plays a role too. Every year we have (among the many mediocre ads) a few charming films which are full of positivity. They may even be predictable but they are in sync with the mood of the season, the festival and the general public.

In India there’s a section of influential ad folks who make fun of the ‘happy Diwali ad’ calling it a cliche. I think there was even a film starring Anurag Kashyap mocking such ads. But in the UK, we see big brands and big-name agencies churning out feel-good ads – and yet managing to keep them interesting, charming.

Aside from these, ads from M&S, ALDI and more in my longer list here. Which one was your favourite? Do comment in.