The Christmas ad season in the retail sector has got underway with themes reflecting the current crisis.
John Lewis and Waitrose have promised a “Christmas campaign like no other” that aims to harness the spirit of thoughtfulness that has emerged during the pandemic.
The two retailers are aiming to provide a lifeline for at least 100,000 struggling families by supporting two charities; FareShare, which helps those facing food poverty and Home-Start, which works with parents who need support.
The initiative, which launches this month and will be complemented by a soon-to-be released Waitrose and John Lewis Christmas advert, aims to raise £4m for the two charities. Customers will be encouraged to make charity donations, and products linked to the campaign will also be available to buy.
The two retailers will also be encouraging its staff and customers to spread kindness in their own communities with everything from volunteering to a thoughtful gesture. This spirit of kindness will be brought to life in Waitrose and John Lewis stores with “surprise acts of generosity” towards customers.
Pippa Wicks, Executive Director of John Lewis, said: “During 2020 we’ve seen some inspiring and heart-warming acts of kindness throughout our country and our communities.
“Now we want to build on this spirit to create a legacy that extends well beyond Christmas. Together we can all make a big difference to the families who need our help most.”
James Bailey, Executive Director of Waitrose, added: “This year has created even greater inequality in society with a catastrophic effect on some of the most vulnerable, and we are determined to play our part in addressing this.
“Everyone has a right to nourishment and a safe, warm home and we believe that as a Partnership, we can be an enduring force for good, which lasts well beyond Christmas.”
Meanwhile, Amazon has launched a global Christmas TV ad campaign which follows a young, talented ballet dancer as she prepares for the role of a lifetime. This being 2020, things don’t go to plan, but with the support of friends and family, and her own tenacity and optimism, she delivers a spectacular performance for her neighbours.
Simon Morris, VP Global Creative at Amazon, said: “Our TV ad is inspired by, and pays tribute to, the unbeatable human spirit and the power of community that we have witnessed so often this year.”
Amazon’s Christmas campaign launches on TV today with the 60-second advert. The full 120-second advert (see below) will air tomorrow during the first ad break of The Great British Bake Off on Channel 4.
Aldi has also kicked off its festive ad campaign with a more light-hearted approach it hopes will provide an escape from the current doom and gloom headlines.
The supermarket has launched a teaser featuring the return of its Christmas mascot, Kevin the Carrot. The advert (see below) begins with a scene reminiscent of 80s cult classic movie, Top Gun, with Kevin seen cruising at altitude in a fighter jet, accompanied by wingman Lieutenant Turkey. When Kevin is accidentally ejected from the plane mid-flight, the clip ends with him spiralling down to earth, leaving viewers wondering whether he’ll be part of the chain’s main Christmas ad.
NAM Implications:
- Themes promoting the ‘Spirit of Christmas’ are a no-brainer.
- Humour, as always, is a very serious business…
