The most wonderful time of the year - 2022’s Christmas ad round-up
From famous bears to movie throwbacks, our in-house creative team look at this year’s fresh batch of Christmas ads to decide which ones sleigh the game.
Christmas certainly comes early in the ad world, and this year the stakes are higher than ever with the World Cup coinciding with festivities for the first time. Capturing both audiences is no easy feat, and creativity has been ramped up with all the jingle bells and whistles.
Aldi - Feast of Football
Our favourite Christmas Carrot is back, and this time with a double serving of animated glory. The first of Aldi’s two-part ad sets the scene, with a beautiful football touch. The Carrot family are at the airport when they bump into world-famous foodie footballers Ron-aldi, Macarooney, and Marrow-dona. But disaster strikes when the family gets on their flight, only to find Kevin is missing. Sound familiar?
The follow-up feature-length instalment shows Kevin home alone, setting traps to catch an ‘intruder’ which turns out to be Santa himself – a nod to the 1990s film.
Video Creative Anne Metaal comments on the merging of the World Cup and Christmas:
“Combining the World Cup and the Home Alone movie makes a cute story. I love the way it's narrated, and the voiceover is phenomenal - you immediately get into the Christmas spirit. I like the fact that they have included a charity message at the beginning, which then returns at the end with a donation link.”
Aldi’s message of ‘make Christmas amazing for everyone’ strikes a perfect chord during the cost-of-living crisis, and the nostalgic Home Alone soundtrack, coupled with a sack load of puns (quaking in his roots?!), provides undeniable charm.
ASDA - Have your Elf a merry Christmas
You’ve heard of elf on the shelf, but Elf in a supermarket? Aldi isn’t the only one harking back to films of Christmases past. This year, ASDA recruited a familiar face in the form of 2003’s Buddy the Elf. We watch him cause chaos on his first day on the job, from eating all the pigs in blankets to knocking over Christmas trees.
Eagle-eyed Elf fans will notice that ASDA uses clips from the original film, seamlessly integrating them with new footage. Will Ferrell is notoriously protective over his Elf character, so getting the idea to float in the first place is commendable.
Senior Creative Delivery Exec Jon Klinger praises ASDA’s humorous nostalgia:
“Will Ferrell blends effortlessly into each scenario and it helps that they've gone with one of the most cherished Christmas movie protagonists, resonating with adults and kids alike. Much like the film, it engages with the casual humour element but, most importantly, ensures ASDA's brand is at the core throughout.”
John Lewis: The Beginner
Let’s be honest, it wouldn’t be Christmas without a John Lewis ad. They’ve covered a lot since their first outing in 2007, from trampolining dogs to aliens. But for 2022, we got to see a slightly different take.
This year’s ad features a dad-to-be learning to skateboard in preparation for the teenager his family are hopefully adopting; all to a rendition of Blink 182’s ‘Small Things’. His multiple fails, falls and scrapes are all worth it when he greets the young skateboarder for the first time, telling her “I skate a bit too.”
Creative Designer Anna Parsons believes that choosing to focus on their partnership with charities brings an emotional aspect:
“I love the stripped-down approach and heartfelt story. While I don't mind a little Christmas magic, it's not the lights and sparkles that matter, but simple acts of kindness. Instead of showing another picture-perfect Christmas, John Lewis raises awareness of children in care and starts a conversation.
“The simplicity of production without high-budget special effects makes sense in the context of the rising costs of living.”
We’re not crying; someone must be chopping their onions early…
Lidl: The Story of Lidl Bear
Lidl’s Christmas caper follows a young girl and her bear, who becomes propelled into the limelight after adorning a Lidl jumper that shrunk in the wash. Lidl Bear becomes an instant celebrity, but all his owner wants is for him to return home. After living in the fast lane for a stint, we see Lidl Bear parachuting down the chimney just in time for Christmas.
Senior Creative Designer Jon Walsh weighs in on the tale’s light-hearted, but slightly pot-holed narrative:
“It’s a fun ad that doesn’t take itself too seriously. I like the Christmassy feel and its humorous approach with our ‘happy’, ‘surprised’, and ‘overjoyed’ Lidl Bear remaining completely inanimate throughout.
“I do wonder how Lidl Bear got into the hands of the Lidl Marketing Department though. In one scene he’s spotted on the security cameras and then suddenly he’s the star of their campaign. Was he kidnapped, or did he just want his 15 minutes of fame? Perhaps we’ll never know!”
Sadly, we won’t be able to buy Lidl Bear - instead Lidl have launched toy banks in stores. But Jon says this may have got lost in the story:
“This aspect of the campaign isn’t obvious from watching the ad. They could have made a little more of it as it’s a great cause.”
Sainsburys: Once Upon a Pud
Sainsbury’s has chosen a whimsical route for their ad, starring national treasure Alison Hammond as The Countess. The story starts in a medieval-style hall with The Countess deciding on the menu for her Christmas banquet. When presented with the Christmas pud, she declares what a lot of us already think: “I’ve never really liked Christmas pudding” and gives her subject the task of coming up with an alternative - who then, with bated breath, presents Sainsbury’s Taste the Difference Caramelised Biscuit Pudding which goes down a treat. We’ve also got a slight nod to the upcoming World Cup, with ‘It Cometh Home’ displayed on the front page of The Countess’s newspaper.
Brand Marketing Executive Rosie Burns agrees that attention to setting goes a long way here:
“The hype surrounding brands’ new Christmas ads grows with each year, with every brand trying to out-do one another. I wouldn’t say this one brings in anything new; however, it does have a unique setting. As someone who is very into medieval fantasy, the art direction caught my attention immediately.”
Not sure a medieval-esque rendition of Wheatus’ Teenage Dirtbag has ever been heard before, but we’re kind of loving it.
PETA: Toby the Turkey
A new contender has been thrown into the mix this year, with animal rights group PETA releasing their very first Christmas ad, which aims to make viewers “question the status quo” and get people to stop eating turkey on Christmas Day.
The story follows Toby the baby turkey who is separated from his family after falling off a slaughterhouse truck. He is then taken in by humans who raise him as a pet. On Christmas Eve, he worries he’ll end up on the dinner table; however, we see that the family have set a place for him instead of serving him up. It ends with a heartfelt message of “Peace on Earth begins at home.”
Senior Creative Designer Simon Horton praises PETA’s execution, but raises questions with the message:
"Although the ad features beautifully emotive animations, it’s very difficult for them to convey the seriousness of the subject. I don’t know if it’ll be enough to persuade people to ditch the Christmas turkey just yet."
It may not convince the world to go vegan, but the brilliant animated pink fluffy turkeys and the emotional narrative definitely serves up food for thought.
This year’s Christmas feels a little different, and this is reflected in the ads. Meaningful narratives go a long way, and addressing real-world events shows that advertising doesn’t exist in a vacuum. Evoking emotion in your audience, whether that be through loveable characters or humour, is always useful when spreading a bit of that all-important Christmas cheer.
Merry Christmas, everyone.
Isabelle Walker
Isabelle is a Creative Copywriter at Accord, working on a wide variety of brand communications and briefs.
