These days, as soon as “I’m a Celebrity” hits our screens the festive floodgates open and suddenly we’re drowning in a sea of Christmas ads. Of these, it’s the supermarkets’ offerings that are often most hotly anticipated.
And in my humble opinion, this year’s lot are a somewhat mixed bag (for life).
Kicking off with Aldi, Kevin and co are back in a two-part tale that references this year’s controversial Qatar World Cup while playing homage to much-loved festive movie “Home Alone”.
Throw in a mention of Aldi’s support for Neighbourly – the organsiation that helps businesses make a positive impact in their communities – and a slightly risqué carrot gag, and all-in-all it’s a fairly robust, if somewhat predictable effort.
Sticking with the German stores, Lidl tells us the tale of the little bear who makes it big, losing sight of what really matters along the way. Eventually realising the error of his ways, the furry fellow makes it back into the loving arms of his owner, just in time for the big day.
It’s a fairly heartwarming tale right up to the final few frames, when the voiceover signs off with the somewhat flippant line “Big hug, tasty food, narrative complete – now that’s a Christmas you can believe in”. Narrative complete? Completely spoils it for me.
Moving on to M&S, Dawn French reprises her role as Fairy, now joined by the slightly dishevelled dog toy Duckie, voiced (of course) by Jennifer Saunders. While the ‘food porn’ ranks really high in this one and the plates piled high with seasonal goodies look gorgeous, Fairy and her web-footed friend just leave me feeling flat.
Next up Morrisons, where the jocund Santa-spoof Farmer Christmas fires up his tractor and takes us on a tour of (in his words) “…where Christmas dreams are made”.
Cue shots of elf-like workers rustling up delights such as “Bourbon-y Bacon British Gammon” (try saying that after a few mulled wines) before FC heads off home to a table groaning with treats. As Christmas ads go, this one does actually leave me feeling a little warm (if a tad full) inside.
Asda appear to have picked a winner by recruiting Buddy the Elf as the star of their offering. At times, it feels they’ve tried a little too hard to weave the script around Will Ferrell’s dialogue from the original film. However, all told this is strong, well-executed idea that certainly hits the mark. And by all accounts, it’s working.
Which is something you certainly can’t say for Tesco.
In a year where confidence in those who govern seems to have hit an all-time low, Tesco have gone all political on us, declaring themselves ‘The Christmas Party’. While their belief that everyone should be able to enjoy the best bits of Christmas, no what matter their budget seems noble enough, the overall feel is too hard, too brash, too soap boxy.
I have no issue with them standing up for joy despite the cost-of-living crisis. What I do take exception to is the lack of joy in this rather ham-fisted campaign. And surely, we deserve a break from politics at this (most wonderful) time of year?
Another of the big names not doing it for me this year, Sainsburys have served up a real stinker.
Starring Alison Hammond, it’s some half-baked, medieval-themed fairy tale based on the divisiveness of Christmas pudding. While I personally love a bit of pud with lashings of brandy cream, I find this dreary, dismal and difficult to stomach.
At this point, dear reader, you’d be forgiven for thinking that I’m quite the Grinch. However, there is one ad out there that has won Christmas 2022 for me and (almost) brought a tear to the driest of eyes.
And while it’s not strictly a supermarket, John Lewis has satisfied my appetite for a simple story, beautifully told. Showcasing the retailer’s partnership with Action for Children and Who Cares? Scotland, “The Beginner” never overplays its hand – it isn’t schmaltzy, cheesy or mawkish.
The hero’s attempt at skateboarding as a way to reach out and connect with the child he and his wife are fostering is genuinely moving. While the soundtrack – a stripped back cover of Blink 182’s “All the small things” – plays a big part in keeping the mood just the right side of merry and bright.
In the wider sense, using John Lewis’ position to start a conversation about those growing up in care feels like purpose-led marketing at its best. And their upfront commitment to donate 25% of the retail price of items in their Happier Futures gift collection to support young people in care proves that this is more than just empty gesturing.
Tonally, this all feels so right for the times. And surely, it’s a clear reminder that kindness is still the best gift anyone can give or receive this Christmas.
