The best Christmas ads I have ever seen

Posted on Posted in Beloved Brands in the Market

Christmas adsChristmas is a great time to drive home the connection between consumers and the brand. Get your consumer into an emotional state, and hopefully, those emotions pay back to your brand. But not everyone can pull it off. You likely need to have an established love for your brand already, or it would come across as lacking authenticity. If you are looking to get into the holiday spirit, here are the best Christmas ads I have seen, from all over the world, from the past 30 or 40 years.

John Lewis of the UK

The best Christmas ads I’ve ever seen are from John Lewis, the department store in the UK. They use beautiful music, a movie-like storyline that demonstrates the beauty of gift giving, stretched out over 90 seconds. No words are needed to tell the story.  They tug at the heart and bring a reminder of what the season is all about:  the gift of giving. I think this is the best one in the John Lewis (2011) series, with a nice twist and a tug at the heartstrings at the end.

 

Coke Argentina

Coca-Cola, the brand who came up with the look of how we see Santa Claus, makes a special ad every Christmas, to recreate the magic of Christmas. From Argentina, here’s a brilliant take on spreading the joy of the season.   

Budweiser in the US

The Budweiser Clydesdales were first introduced to the public in 1933, to celebrate the repeal of prohibition. August A. Busch Jr. presented the hitch as a gift to his father. That hitch proceeded to carry the first case of post-prohibition beer. Every Christmas you’ll see a team of Clydesdales pulling a case, a great icon of the American beer brand.

Canadian Tire of Canada

This is your classic sentimental Christmas ad, talking about family.  It’s done very well by retailer Canadian Tire.   They told a nice story, about the modern family.

Tim Horton’s in Canada

This ad will make you cry just a little bit.  A nice touch of reality about being a parent from the old school to the new school.

Kellogg’s in the US

A pretty darn whole ad, but pretty darn cute. We do need a bit of wholesome serotonin at this time of year.

Allegro in Poland

Great storytelling from Allegro, a Polish website. The ending is very heart-warming. Millions of views so far, lots of tears for sure.

 

Anuncio Lotería from Spain

Every year, there is a lottery just before Christmas, Anuncio Lotería de Navidad 2016. The last few years, they have done some great ads with deep story telling. This year, the ad tells a sweet story of a grandmother who catches the winning number on TV from a few years ago, believing she has won this year’s lottery. Very cute that the family goes along with it as she moves through the village. Nice ending.

Marks and Spencer from the UK

Marks and Spencer likely won the UK retailer contest of 2016. This ad does a nice job in telling the story of Mrs. Claus. While very modern, it still brings a lot of traditional touches of Christmas.

 

Edeka from Germany

A nice ad from EDEKA, Germany’s biggest supermarket encourages parents to spend more time with their kids.

 

Lidl from Ireland

Lidl uses a very traditional Christmas ad that speaks to how it should really feel.

WestJet Airlines from Canada

WestJet is the alternative airline to Air Canada, providing a better customer experience. For 6 straight years now, WestJet has done some of the better Christmas ads. This past year in the Western Canadian town of Fort McMurray, there was a fire that destroyed the entire town. This ad does a nice job in building around the recovery with a wink to Who’ville.

 

Sainsbury’s from the UK 

To commemorate the 100th anniversary of the start of World War 1, Sainsbury’s created this very high production spot, telling the story of how the soldiers took a break from the war to share Christmas together.

Mulberry in the UK

Not your normal holiday spirit type ad, but I love the big idea behind this ad: WIN CHRISTMAS. So what beats a beautiful portrait, a puppy that waves or a unicorn? A new bag from Mulberry!!!  That’s what.

 

Burberry in the UK

The ad portrays Thomas Burberry as an obsessive inventor and entrepreneur showcasing the emotion he put into his craft. It may take liberties on the excitement of his life–bordering on making him into the world’s most interesting man in the world–but we certainly can feel his purpose and passion shining through.

 

Apple iPhone from the US

In this 90-second TV ad, it shows a typical teenager hanging onto this iPhone constantly, and then from there, the magic happens.

 

Aldi in Australia

What would happen if Santa crash-landed in the Australian outback? Nice spot.

 

My book, Beloved Brands, has everything you need to be successful with your brand. 

 

I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Available on Amazon, Apple Books or Kobo

We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe  

We are also on Apple Books, which you can click here to order: https://lnkd.in/e6UFisF

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

 

At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.

🎈 Build a brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth

🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey

🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan

🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.

 

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

About Graham Robertson

As the founder of Beloved Brands, Graham has been an advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links, Miller beer, Earls restaurants and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans, and advertising.Graham Robertson

In his marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards. His book, Beloved Brands, is the playbook for how to build a brand consumers will love.

We live by the beliefs that guide us

We believe the best answers are inside you already. My role is to get those answers out, and make your answers even smarter. I never give you the answer. I will ask more questions that challenge your answers to be better.

We believe investing in your people pays off. With my training program, I know I will make your people smarter, so they make the right choices, and produce exceptional work that will lead to higher brand growth.

You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson signature

 

 

 

 

 

 

 

 

New holiday ad from Apple will bring a sweet tear to your eye

Posted on Posted in Beloved Brands Explained

There have been some great Christmas ads over the years and this latest from Apple is a very nice spot.  I love this ad.  Not just for the emotion it conveys but for the use of the brand as the hero in the ad.  The iPhone does create a little bit of magic.  Last year, I created my own photo book using the Apple’s on-line service.  It turned all the photos I take into a beautiful album.  If you are looking for a Christmas gift for a loved one, I would recommend you give it a shot.  It’s very easy. If I can do it, so can you .  Here’s the link:  Printing a Photo Book

In this 90 second TV ad, it shows a typical teenager hanging onto this iPhone constantly, and then from there, the magic happens.  

Enjoy.

If you like this story…

Last month I posted a Google Ad that makes everyone cry. It’s from India and does such a good job incorporating Google as an enabler.  Click here: New Google Ad Will Make You Cry

John Lewis to me is the King of all Christmas Ads.  Here’s story I did last month on the 2013 ad, but showing all the Christmas Ads that they’ve done.  My favourite of the ads is the 2011 version.  Click here:  New John Lewis Christmas Ad

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham@beloved-brands.com 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.

Some of the best Christmas Ads I’ve seen

Posted on Posted in Beloved Brands in the Market

Christmas is a great time to drive home the connection between consumers and the brand.  But not everyone can pull it off.  You likely need to have an established love for your brand already or it would come across as lacking authenticity.  Brands here like Coke, Kellogg’s, Budweiser, Tim Horton’s, Canadian Tire and even Target have strong emotional connectivity that they can use at this time of year.   But the boss of Christmas season has to be John Lewis who every year comes out with something huge.  Some get too wrapped up in making sure they sell product at the same time.  That’s a complete turn-off.

John Lewis

The best Christmas ads I’ve ever seen are from John Lewis, the department store in the UK.  They use beautiful music, a movie-like storyline that demonstrates the beauty of gift giving, stretched out over 90 seconds.    No words are needed to tell the story.  They are not loaded with so much branding that they would turn you off before inviting you in.  They tug at the heart and bring a reminder of what the season is all about:  the gift of Giving. 

I think this is the best one in the John Lewis (2011) series so far, with a nice twist at the end.

This is also a great one from 2010

 

And finally, you can see the one from 2009, which really shows that over the 3 years, they’ve been able to create this ownable idea for themselves.

 

But then, this year’s John Lewis Christmas ad is a bit different.  As people have started to watch for the next great John Lewis Christmas ad (myself included), I guess they have to push the creativity, but this isn’t quite what I was hoping for.  A bit too dark for me, a bit disconnected from the John Lewis brand or the series of ads over the past 5 years.  While a nice story, I think it’s a miss.  But the next one is only 11 months away.

 

I may be wrong, so if you love the new John Lewis ad, tell me you love it.

Coke

Coca Cola, the brand who came up with the look of how we see Santa Claus, makes a special ad every Christmas, to recreate the magic of Christmas.  Here’s a few great ones over the years:

From Argentina, here’s a brilliant take on spreading the joy of the season.  It’s a powerful message from a brand that has always owned Christmas.  

 

A very wholesome TV ad by Coke where life takes place in a snow globe.

 

And here’s a cute one…

Budweiser

The Budweiser Clydesdales were first introduced to the public in 1933, to celebrate the repeal of Prohibition.   August A. Busch Jr. presented the hitch as a gift to his father.   And that hitch proceeded to carry the first case of post-Prohibition beer.  Every Christmas you’ll see a team of Clydesdales pulling a case, a great icon of the American beer brand.

 

Not technically a Christmas ad because it air during the Super Bowl, but Clydesdales always make you think of Christmas.  This ad was aired just a few months and will give you goose bumps even a decade later.

Canadian Tire

This is your classic sentimental Christmas ad, talking about family.  It’s done very well by retailer Canadian Tire.   They told a nice story, about the modern family.

Tim Horton’s

This ad will make you cry just a little bit.  A nice touch of reality about being a parent from the old school to the new school.

Kellogg’s

A pretty darn whole ad, but pretty darn cute.  We do need a bit of wholesome serotonin at this time of year.

Target

The Target lady makes me laugh every time.  While everyone else is using kids in a tear-jerking sentimental way, Target uses humor and makes the art of getting the deal the idea.   Perfect fit for their value based positioning.  This Target Lady in red is adorable, representing the cheesiest of shoppers in all of us.

 

 

 

What’s the best Christmas ad you’ve seen?

 

Slide1

 

If you are in the mood to see other great advertising, here’s a few other stories:

 

To see a training presentation on getting better Advertising: 

 

Positioning 2016.112