Christmas carols in the retail stores, chip pies on the shelves, blithe parties in the agenda – the 2021 blithe division has durably arrived. And with it comes an arrangement of Christmas campaigns from the world’s better advertisers.
Many accept autonomous to accentuate association spirit and togertherness in their artistic narratives, while several accept acclimated iconic activated characters and built-in animals to allegorize the celebratory attributes of advancing calm and the charge for affection this Chriatmas. There are additionally affluence of tunes to cull at the affection strings, from new versions of old abstract to crooning tunes from the latest music artists.
Here, we aggregation several of the better Christmas campaigns this year both in Australia and abroad.
Overcoming the generally ambiguous and ambagious responses from ancestors and accompany as to what they’d like for Christmas is the focus of Myer’s blithe attack this year.
The ‘Unriddle Christmas’ attack showcases a bulk of the archetypal responses consumers accord aback asked for their prefect gift, from “I’m not absolutely sure, abruptness me” to “just article small” and “happy with anything”, again sets up Myer to about-face them into well-received gifts.
The attack bliss off with a blur alleged The Ambiguous Carol, which appearance a reinterpretation of the acclaimed Christmas tune, Joy to the World, again moves into examples of consumers actuality ashamed by their questions on the absolute gift. The attack debuted with MyerOne adherence affairs associates and is now alive beyond TV, advertisement video on-demand (BVOD), out-of-home, digital, social, online and in-store.
Creative agency: Clemenger BBDO Melbourne
Media agency: AKQA
Production company: Good Oil
Optimism and the absolute things that came appear from adage ‘yes’ are the artistic accent for Optus in its Christmas attack for 2021.
The new blur centres on the annual of an activated Australian glider attractive to accommodate an aggressive abruptness for its acquaintance for Christmas, arch to the actualization of a brace of bassinets for its alert partner. The artistic additionally reverses aback to the moment of ‘yes’ that aggressive these aggressive events.
The telco’s attack has a absolute amalgamation to the approaching of Sugar Gliders, Krefft’s Glider and Savanna Gliders, which are all crumbling as breed as a aftereffect of bushfire. As allotment of the Christmas campaign, Optus has partnered with the Australian Wildlife Conservancy (AWC) and is attractive to accession $50,000 to advice abutment and aegis the animal’s future.
The Optus Christmas attack encompasses TV spots, amusing agreeable and out-of-home.
Agency: Appropriate Group NZ
Production Company: Finch
Animation Company: Flux
Sound: Franklin Rd
Music: Level
Oxfam has appear a annoying against nice annual as allotment of its Christmas attack this year, highlighting the appearance brands accouterment beyond workers accouterment a alive allowance against those that aren’t.
On the annoying annual were Jay Jays, Aloof Jeans, Lorna Jane, Myer and Peter Alexander, who lacked accuracy about how and area they accomplish their clothes. By contrast, brands on the nice annual are Best & Less, Big W, Bonds, City Chic, Cotton On, Country Road, Dangerfield, David Jones, Forever New, Gorman, H&M, Kmart, Mosaic brands (including Rivers and Katies) and Target.
The aim of the annual is to advice lift the women who accomplish appearance accouterment out of poverty. A alive allowance agency abundant money is becoming to awning basal essentials for a ancestors including food, housing, healthcare, clothing, transport, apprenticeship and some money for abrupt events.
Oxfam Australia arch executive, Lyn Morgain, said it was decidedly adverse some brands had bootless to accomplish commitments to ensure the acquittal of a alive allowance during the communicable – a time aback the industry has developed yet abounding apparel workers accept absent their jobs.
“Three above accouterment companies in Australia – Lorna Jane, Myer and The Aloof Group – accept bootless to booty the basal footfall of publishing key advice about area they accomplish their clothes,” she said. “It’s decidedly black to see brands that advance the wellbeing of women, such as Lorna Jane, declining to be cellophane about the factories in which their clothes are made. This supports a ability of clandestineness that is adverse to the wellbeing of all women, including those who accomplish our clothes, and entrenches the massive ability alterity amid brands and apparel workers.”
Other brands, such as Jeans West and Zara, were apparent to accept fabricated some progress, but still accept assignment to do to bolt up to the nice brands on their alive allowance journey.
Cashrewards is honouring the blithe arcade division with its better division business attack efforts to date.
The aggregation has launched its better division business attack forth with a new ‘Happy Dayz’ attack including artistic featuring video agreeable queens, SketchShe. The Happy Dayz awning attack launched with the aim of acceptable over Australians who started arcade beforehand than accepted advanced of the key blithe aeon to abstain banal shortages and aircraft delays.
Happy Dayz is advised as a absorption both of summer, as able-bodied as the faculty of action as the nation enters the aboriginal key arcade division aback the about-face appear alive with Covid-19 and abatement of lockdowns. It’s additionally advised as a adjustable artistic platform, acceptance Cashrewards to abode not aloof Christmas, but additionally Black Friday, Cyber weekend, Boxing Day and new Year Sales. It’s alive beyond BVOD, YouTube, social, advertorial, agenda affectation and alfresco channels.
Brands alive on the Cashrewards belvedere accommodate Myer, Big W, Catch, Liquorland, Booking.com, Expedia, Bonds and Aboriginal Best Liquor.
An activated letter box choir signing the tune You accomplish my dreams appear accurate are the artistic advance in Australia Post’s ‘Spread the merry’ Christmas announcement campaign.
Alongside the abounding warnings of announcement accoutrements aboriginal this blithe season, Australia Post has produced a 45-second announcement attack aimed at recognising the celebratory spirit that comes with Christmas and the amusing acclamation of reconnecting with admired ones during the blithe season.
Directed by Lachlan Dickie, the attack blur brings to activity the abounding assorted choir and personalities of Australians through the use of archetypal and arbitrary Australian letterboxes. The chip attack launched on television with 45-second and 15-second spots and will run through November and December beyond TV, out-of-home, BVOD, radio, social, digital, columnist and in-store.
Creative agency: The Monkeys
Production company: Rabbit Content
Media agency: WaveMaker
Sound: Electric Dreams Studios
A well-entrenched Christmas attack attitude for Kmart is the anniversary Wishing Timberline Appeal. It’s the 34th year of the appeal, which is run in accord with The Salvation Army, authoritative it Australia’s better and longest-running allowance collection.
From 8 November to 24 December, shoppers can buy and bead unwrapped presents in any Kmart aliment nationally for the appeal, as able-bodied as accord financially in-store or online. The abandonment abundance has additionally alien new elements this year to animate involvement, such as sustainability measures like a timberline fabricated of 100 per cent recyclable, renewable paper. There are additionally community-based initiatives for schools and workplaces.
To date, the Address has aloft added than 8 actor ability for accessible people, with abutting to 400,000 ability actuality calm and about $300,000 in funds every year.
At the affection of the chip Coles Christmas attack this year is the Neil Diamond song, Beautiful Noise, reimagined by Australian artist, Emily Soon.
The artistic bulletin is all about advancing together, from reconnecting with mates to ensuring families can still affix alike while experiencing abeyant last-minute changes to restrictions beyond the country. Coles said the accent is on Aussie spirit, authoritative the best of Christmas and award joy and amusement whatever this blithe season’s catchups ability looks like. A additional aspect of the artistic is on Australians acknowledging communities, with workers from healthcare, aliment accomplishment organisations and home charge drivers all featured in the campaign.
For DDB Australia MD of action and growth, Leif Stromnes, the attack is about encapsulating the affecting absolution Aussie consumers accept been cat-and-mouse for this year. It additionally takes into annual a analysis done by Coles about chump sentiment, which begin the majority of bodies activity added beholden for their ancestors and accompany this year. The analysis additionally showed the majority attractive advanced to the brotherhood of Christmas.
Creative agency: DDB Group
Production company: Revolver
Sound: Sonar Music
Music: Universal Music Publishing group
In a admission that hams up Christmas added than anytime before, ALDI’s blithe division attack for 2021 is all about adulatory Aussies accepting what they appetite and deserve: A absolutely overcooked Christmas.
Aimed at auspicious consumers to advance the gravy baiter out and get radically artistic with their Christmas affairs this year, ALDI’s ‘You can’t overcook Christmas’ attack highlights birds axial birds, bargain French albino and dressed hams as it strives to animate users to go all out this year. With an initially apathetic alpha to the burden of carol, Oh Christmas Tree, the campaign’s bound evolving beheld absurdity is accompanied by the tune, Sandstorm.
“We’ve created an affecting and upbeat Christmas attack that is centred on the joy of absolution loose,” ALDI administrator of marketing, Mark Richardson, said. “We achievement that the ‘You Can’t Overcook Christmas’ alarm to arms, calm with ALDI’s prices and astounding range, will energise shoppers to actualize the best accessible Christmas for ancestors and accompany this year.”
Creative agency: BMF
Media agency: Zenith
Production company: Finch (film); Bantam Studios (retail, agreeable and social); The Kitchen Artistic Group (brand out-of-home and point-of-sale)
Sound: Rumble Studios
Woolworths additionally debuted a Christmas abundance of its ‘Fresh Aliment People’ attack putting association affliction at the centre of its narrative.
The Christmas attack is anchored about a 30-second bartering aimed at capturing the action of barter advancing for blithe entertainment. The focus of artistic is on administration Australian produced aliment as able-bodied as assuming affliction for customers, aggregation and community.
The work, developed in affiliation with the M&C Saatchi aggregation at Greenhouse, additionally highlights the means Woolworths will advice barter boutique their way, as able-bodied as the supermarket’s charge to caring for all Australians (including the bristling ones) through aliment accomplishment and wildlife rehabilitation partners.
The chip multi-channel attack launched on free-to-air TV on 7 November and is additionally rolling beyond radio, press, digital, content, amusing and OOH. The Fresh Ideas annual and bespoke landing folio on the Woolworths website additionally action tips and Christmas recipes.
Creative agency: M&C Saatchi
Production company: Flint
Music and complete design: Song Zu
Egift agenda provider, Prezzee, is additionally attractive to break an arrangement of accepted alms issues, such as whether bodies may already accept an item, or don’t like it, by accession its cards as the best assertive solution.
The new campaign, alleged ‘Take the “what if” our of gifting’, is a aboriginal for the Australian business, and is alive on billboards, actuation screen, radio, YouTube, Spotify, scooters, retail and beyond amusing media channels. The focus of the artistic is aimed to be both simple and playful, reinforcing the allowances of a Prezzee Allowance Card. The aggregation works with added than 200 retailers including David Jones, The iconic, Apple, Spotify and eBay.
The key elements of removing doubt, uncertainty, alms flexibility, best and affirmed charge are all tackled through the campaign.
Creative agency: Houston Group
It’s a Christmas of dreams for David Jones this year. The abandonment store’s 30-second Christmas creative, produced in affiliation with The Monkeys, focuses on a accumulating of altered bodies advancing calm to barter gifts, hug and allotment drinks and a barbecue over Christmas. There’s additionally a appearance hue to the campaign, and it’s attempt throughout with a aureate hue.
The attack is alive on TV, BVOD and YouTube. David Jones additionally has decked out the windows of its flagship Elizabeth Street Sydney abundance area with the 183th copy of its Christmas displays. The affair is from the book, My Pet Star, about the accent of affection and friendship, by Corrine Averiss and Rosalind Bearshaw.
Creative agency: The Monkeys
Media agency: UM
An activated Santa is the axial appearance of Officeworks’ Christmas attack for 2021. As the ad progresses, he distributes his ambit of ability best up from the jotter and appointment articles supplier to Mrs Claus, Rudolph the reindeer, an elf and adolescent babe in a honour of Christmas.
The 30-second ‘Santa’s aboriginal stop’ TV atom is complemented by Officeworks’ advocacy of Nine’s Lego Masters Christmas special, which aired aftermost week, as able-bodied as a affairs of media including radio, print, agenda and amusing media, out-of-home, archive and in-store. There’s additionally the acknowledgment of the AR Santa acquaintance aboriginal debuted aftermost year, as able-bodied as Snapchat Santa Game and lens, an online allowance finder and ‘Guess the gift’ antagonism on social.
Officeworks accepted administrator marketing, abstracts and insights, Jessica Richmond, said the attack was advised to affect barter to acquisition the absolute anxious allowance from the advanced ambit of art food and craft, technology and gaming articles or from its book and actualize services.
Creative agency: AJF GrowthOps
Media agency: Initiative
Social and agenda agency: Reprise
Highlighting IGA’s bounded association role and buying is the accent of the bazaar group’s Christmas attack this year, ‘IGA, area Christmas is fabricated appropriate for locals’.
Led by 30-second and 15-second TVCs, the attack is all about adulatory the growing role IGA has played in bounded association and abnormally during the communicable by adulatory the appropriate attributes of a bounded connection. It’s additionally about acknowledging the admiration for Aussies to reconnect with accompany and ancestors during the blithe season.
The artistic shows a day in the activity of an IGA storeowner and how they consistently go the added mile for barter to accord them aggregate they charge for a admirable Christmas. The attack is alive beyond TV, radio, social, digital, in archive and in-store.
“IGA retailers beyond the country are amorous about affair the needs of the bounded communities that they serve. They consistently go to abundant lengths to abutment the locals, from stocking specialty products, acknowledging bounded charities, accouterment the personalised account that the locals love, and authoritative Christmas alertness accessible by accepting aggregate they charge and at abundant value,” Metcash GM marketing, Tracy Wilson, said.
Creative agency: The Amount Agency
Production company: Friske
Media: Starcom
Sound: Rumble
Bookseller, Dymocks, has alternate to TV announcement afterwards an eight-year aperture with a new attack aloof in time for Christmas.
The 30-second ad atom artistic additionally highlights the claimed blow of the bounded abundance buyer – in this case, bookseller, Janelle Fyson, from Toowoomba – and includes the tagline, ‘Shop your locally endemic abundance this Christmas’. The ad appearance the song, All I need, by Wilde lakes.
In the campaign, Janelle begins in-store acknowledging a customer, again gets on her motorbike in adjustment to duke bear an account to addition chump who has been cat-and-mouse on a book to arrive. Fyson was alone carrying books, games, puzzles and activities on her motorbike to her bounded barter during lockdown and was the afflatus for the latest announcement campaign.
Dymocks business and adherence manager, Gail McWhinnie, acicular to Dymocks as Australia’s oldest bookstore with aliment all over Australia. “During lockdown we saw some admirable association spirit which accent how important books, puzzles and activities were to people. Our tv ad is a anniversary of this association spirit that encompasses the Dymocks culture,” she said.
The ad is actuality buried nationally via free-to-air additional BVOD, YouTube and added agenda video channels from 21 November 2021.
Production company: Walrus Films
Media: Growe Media
A annual of accord amid a boy and an abrupt bedfellow from addition apple takes centre date in this year’s John Lewis Christmas ad.
The two-minute advertisement, advantaged ‘Unexpected Guest’, shares a adventure of accord while adulatory the abracadabra of Christmas moments accomplished for the aboriginal time by amplitude traveller, Skye. In the creative, adolescent boy, Nathan, discovers and makes accompany with Skye, who has landed in the dupe beside his ancestors home. As the artistic unfolds, the brace appoint in blithe traditions such as decorating a timberline with bogie lights, chip pies, bistro calm and the allowance of a Christmas jumper.
As Skye leaves, she leaves a ablaze brilliant on a Christmas timberline in the distance. The beheld is accompanied by a adaptation of the 1980s hit, Electric Dreams, performed by British 20-year-old singer-songwriter, Lola Young.
The ad launched aboriginal to associates via email admission afore debuting on John Lewis’ online and amusing media channels 90 account later, again on ITV. It’s accurate by an empiric activation in the store’s 10 Christmas Emporiums, acceptance consumers to appearance Skye’s address and actualize sharable activated gifs and selfies. There are additionally two Snapchat lenses affiliated to the attack and spaceship, additional shoppable scenes on the John Lewis website.
Another aboriginal this year is a member-only basic acquaintance area consumers can booty on the appearance of Nathan and analyze the apple of the advert, advertent AR characters and downloadable prizes such as printable toys and activities. Hidden characters from antecedent John Lewis adverts are additionally cat-and-mouse to be found, and new and absolute agreeable is appointed to bead on a account base up until Christmas.
Alongside the campaign, John Lewis is affairs a adaptation of the Christmas jumper featured and will accord 10 per cent of profits of its auction to charities, FareShare and Home-Start UK.
While it’s not alive in Australia, Coca-Cola’s Christmas attack this year is alive beyond 90 countries and additionally demography in the capacity of association and togetherness.
The ‘Real Abracadabra at Christmas’ is based on the bulletin of blithe joy and admittance and appearance a abbreviate blur accurate by a alternation of agenda activations. The adorning two-and-a-half-minute blur shows a boy whose acuteness and anniversary spirit arouse a community’s amicableness and actualize a aggregate moment of abracadabra over a blithe meal and a Coke.
It’s the aboriginal Christmas attack by the FMCG cast beneath its new ‘Real magic’ cast belvedere and was created by dentsuMB UK and directed by Sam Brown of Rogue Films.
“Coca-Cola has consistently believed in the abracadabra of Christmas and this year, our attack celebrates the absolute abracadabra of animal connections,” The Coca-Cola Aggregation all-around CMO, Manolo Arroyo, said. “With a simple and adorning bulletin of unity, admittance and positivity at its heart, it aims to admonish us that all we charge for a bewitched Christmas is aggregate moments with association and the ones we love.”
In North America, ‘Real Abracadabra at Christmas’ includes a affiliation with online fan affiliation platform, Cameo, which sees consumers able to appeal a personalised video from Santa in English, Spanish or French. These will be beatific to consumers at random. A basic accident is additionally actuality held, and the Coca-Cola anniversary band will be out on the streets beyond the US and Canada for pictures with Santa as able-bodied as drinks sampling.
Amazon’s 2021 all-around Christmas attack has a agnate affair about the affection of strangers at its artistic core.
The advert aims to authenticate the ability of abutting with bodies about us this Christmas, and how affection is the greatest allowance of all. It appearance a adolescent woman as able-bodied as her neighbour and follows the adventure of the adolescent women resuming activities akin her accustomed activity afterwards the changes of the accomplished communicable year. As she does so and struggles through normality, a neighbour alcove out and a new accord forms. Their interactions culminate in the allowance of a bird agriculturalist from Amazon from the neighbour for the adolescent woman’s balcony.
The visuals are done to the tune of Adele’s new song, Hold On.
“This anniversary division will be shaped by what we’ve accomplished during the pandemic,” said Amazon EU GM of chip marketing, Ed Smith. “The accomplished 18 months accept been arduous for bodies beyond the globe, including abounding adolescent adults. Our time calm cannot be taken for granted. So, this year, while the apple will not be absolutely aback to normal, opportunities for affection and affiliation will booty on a newfound importance.”
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