2017 has felt like a tough one. It's been a tumultuous year around the world. We've seen political chaos in the wake of Brexit and the UK general election. President Trump has continued to lambast the Twittersphere, whilst Kim Jong-Un has been playing with missiles in North Korea. The #MeToo harassment stories have spurred on a global movement. Ignited by the 'Silence Breakers' who were chosen to be TIME Magazine's Person of the Year 2017.
Thank goodness this year’s Christmas ads offer some light relief. Their simpler, stronger stories are designed to land the right emotion, whether that’s laughter, nostalgia or a simple case of goosebumps. At a time of year that is joyous for so many, but so difficult for others, these ads have managed to find an emotional sweet spot, for everyone.
We've loved seeing a greater breadth of diversity in both the casting and scriptwriting this year, with some of the biggest brand reflecting the wonderful cultural diversity of their customers. As Jude Kelly said at BITE LIVE this year
“The images that come into our house and are surrounding us every day, they are the images that are telling us whether we have permission to think about a different world or whether we’d better just like stick to the world we’ve got.”
Christmas ads are supposed to be magical. Who cares if it never snows on Christmas day anymore? With their spine tingling music and all-star roster of directors, many of them feel like epic film trailers.
The Christmas ads have become a tradition for retailers, heralding the start of the madness that inevitably ensues over the festive season, which now starts a good few months before the actual day itself. John Lewis birthed the modern day phenomenon of the Christmas ad that now sees the season rivalling the American Superbowl for share-ability.
Below we’ve picked out some of the trends that run through the ads this Christmas and the brands who are delivering on the festive cheer this season.