You can love or hate holiday marketing, but there are some campaigns that are hard not to be moved by. What have brands prepared this year?
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Raubo
Zuza Raubo,
a journalist from Laba
You can look at holiday marketing in different ways. Critically and severely, or professionally and industry-wise, and finally sensitively and humanly. What for some is ruthless manipulation calculated for profit, for others will be an annual ritual and a herald of the coming holidays – and both are moved by the new Allegro ad.
A critical perspective will point out that seasonal campaigns play on emotions – after all, nothing we see on the screen is accidental, and the scripts, dialogues and images are always calculated to provoke a specific reaction. In the hands of brands, it is a powerful tool, especially when it comes to one of the most emotionally engaging occasions of the year. And in the end, it is emotions that,
often subconsciously, dictate our choices
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Unfortunately, even the awareness of armenia mobile phone numbers database this strategy won’t stop me from shedding a tear at the grandpa’s final line in the iconic Allegro campaign (“Hi, I’m your grandpa…”). And since that’s the case, maybe it’s worth taking a more lenient look at the seasonal efforts of brands (and the agencies that work on their behalf)? Every year, they outdo each other in creative ideas and concepts, and the result is sometimes short pieces of advertising art that tug at your heartstrings long after the first broadcast.
In extremely successful cases, it is enough to mention the brand name to trigger the appropriate associations – or to make the sound of bells and the characteristic jingle “Coraz blisko Święta” resound in your head. But that is not all – to Coca-Cola marketing, because that is the brand in question, we also owe the image of Santa Claus, so widely spread in the world, created at the request of the
brand by Haddon Sundblom in 1931
Critical and industry perspectives are mixed with human ones, and it is the last one that is most enjoyable to immerse yourself in the worlds and stories that brands have prepared for us this year. Ready to be moved? We invite you to the screening!
#1. “Letters to Santa” Allegro
Agency: Ogilvy
The success of the next installments of Allegro’s holiday campaigns has won the brand a lot of sympathy, but it has also set the bar high. Expectations are high, but the recipients’ views are friendly – many of them declare this in the comments under the film even before watching the video. Although this year’s campaign is not as original as the “English For Beginners” I mentioned, it cannot be denied that it is mature, unobtrusive and empathetic in the current, difficult times for many. The brand focuses its message on noticing those around us who have been particularly affected by the crisis (or even crises), making it impossible to celebrate carefree. And it does it with charm – and a star cast.
#2. “The Beginner” by John Lewis
Agency: adam&eve DDB
We have made a long-term commitment to support the future of young people in care” – sheds light on the reality of children who do not have the luxury of celebrating with their families. Some have criticised the brand for leaving viewers in a rather depressing and not very effective mood. However, the overwhelming response is positive – the brand decided to use the opportunity to broadcast a valuable message and did so effectively and with an engaging story.
#3. “Joy is made” Amazon
Agency: Lucky Generals
Amazon reaches for a tender story of closeness between parent and child email marketing: learn how to make good use of this tool and the efforts made by the former to make the holiday season magical.
#4. “For Those Who Care” by Caringorm Coffee
Agency: Story Shop
This niche ad stole my heart – and not just because of the product. This story about a mother who goes out of her way to accommodate coffee Interesting Christmas lovers shows the silver tsunami generation as it wants to be – active, focused and full of life. And it’s funny and moving, too.
#5. “PETA’s First-Ever Christmas Interesting Christmas Ad, Featuring Toby the Turkey” PETA UK
Agency: Dream Farm
PETA guatemala lists or “People for the Ethical Treatment of Animals” – a non-profit organization working for the sake of animals, has released its first holiday campaign this year. The main role – the turkey Toby, an animated character who escapes from a transport “to the unknown” and ends up in a house where he discovers the truth about the fate of people like him. A short fairy tale with a simple message: “Have a vegan Christmas”. I think I have something in my eye!
#6. “A Christmas Love Story | Just Imagine” The National Lottery
Agency: adam&eveDDB
Christmas is a time when miracles happen – so you might just win the lottery, and doubly so! For stories like this, it’s worth turning a blind eye to a few film clichés from the “too good to be true” series. Maybe miracles really do happen?
#7 “The Snowgran” O2
Agency: VCCP London
O2 strikes a sensitive but familiar chord with the loneliness of older people – a loneliness that, if all else fails, can be remedied by an internet video call. The message is accompanied by action – O2 is “ donating one million GB of data to support those in need ”. The film is an atmospheric animation by Joseph Mann, evoking empathy – and sympathy.