Ray Leach
It’s the season of giving. Of course, that also means shopping, browsing, clicking and buying. We’re all too familiar with this annual routine, which is encouraged by the incessant television commercials that tend to kick off around early November.
Working to the creative calendar
As someone who works as an assistant-shaped cog in the big machine that is the advertising world, I get to witness the excitement of Christmas commercials start to build in, well, February. As we know, productions take time, and often the Christmas adverts that we see in December were filmed on sets during the height of summer. This is a credit to the minds behind the ideas – the creative directors who have to start brainstorming their concepts in January. This is not an easy feat when you think about how quickly trends come and go these days.
The question that is no doubt already troubling the agencies’ minds is: what will sit well with audiences in one year’s time?
2023’s greatest hits
There were certainly some great contenders this year, with a running theme of silliness that might have been just what the nation needed. Star-studded house parties where guests seemed keen to leave their troubles at the door and farm animals adorned in woolly outdoor wear. We can’t ignore Michael Bublé’s role in Asda’s Christmas spot this year, which was directed by Taika Waititi, taking place as one of my favourites. It was charming to see Bublé taste-testing canapés with a childlike excitement that Taika seems to be able to draw out of adults in any situation.
But every year there is one commercial that is highly anticipated above the rest – the John Lewis Christmas ad. Even the songs used in previous John Lewis commercials can transport us back to our favourites. The account was held by advertising agency Adam&EveDDB for 14 years, until now. Saatchi & Saatchi took on the beast in 2023 and hoped to shake things up while also living up to expectations.
The film Snapper was a clever and sweet way to start their partnership. By using a Venus flytrap instead of an evergreen tree, we experience a fresh take on traditional Christmas themes. The music was provided by none other than Andrea Bocelli, and was produced specifically for the advert. And, of course, a plush toy version of Snapper can be purchased in John Lewis stores. It’s a campaign with all the trimmings, and I feel that the effort paid off.
Back to the drawing board
As someone who sees the work that goes into 15, 30 or 60-second commercials, I do encourage people to take note of what they watch. How it may (or may not) move you.
And to the creatives who will go back to their drawing boards just after Christmas, good luck! May inspiration strike one idle Tuesday in the dreary days of late winter.
