🎄 Christmas spots are a showcase of emotional mastery. In a space of sometimes only 30, 60 or 90 seconds, a powerful story is created with an emotional gradation. Appropriately chosen and combined details build the mosaic of the story. Individual editing sequences often last 1.5 to 2 seconds. If chosen correctly, they are sufficient to make the story comprehensible. We must understand with our minds and our hearts. ❤️ Understand the story and empathize with the action.
What is specific about Christmas advertising?
In 90% of cases, it reminds us of belonging. 🎁 Christmas gives this universal opportunity to every brand. Innocent, sage, explorer, outlaw… They can all play it up during Christmas for togetherness.
How to put your brand identity into a story?
If you build your brand honestly and stick to your colours and font style, you have it easier. We often perceive a brand in Christmas spots by the tonality of the image, the music and the details in the form of the embedded product or décor. 🎨
Graduate the emotions and give the story a punchline
The alternation of narrative images at the beginning manages to draw us perfectly into the action. 🎶 Music and lyrics can escalate emotions. The climax comes just before the conclusion. That’s where your product should be strongly present. The bottom line of the story will connect to your brand that way. Your brand will be the punchline. 💡
Conclusion?
Actors are changed by the experience (linked to our product). Changed and “better” they return to ordinary life. In this triumphant conclusion of “normal life”, repeat the brand, slogan, etc. ✨
I have prepared a small selection
A little tears, but mostly a great miracle of togetherness. Don’t forget to belong! It’s good to express it to your clients. You can find inspiration in the following five spots.
McDonald’s – “Imaginary Iggy” (2021)
McDonald’s UK’s ‘Imaginary Iggy’ advert is the heartwarming story of a little girl and her imaginary friend. The story shows how we often forget our childhood imaginations during adolescence, but thanks to Christmas, we remember the most wonderful feelings. This ad is interesting for its nostalgia and emphasises the power of festive moments that bring families together.
Amazon – “Joy is Made” (2022)
Amazon’s “Joy is Made” commercial, directed by Taiko Waititi, follows a father who creates a surprise Christmas treat for his daughter. It’s interesting in how it highlights parental creativity and the ability to turn the mundane into the magical, while capturing the emotional depth and magic of a family Christmas.
John Lewis – “The Beginner” (2022)
“The Beginner” commercial by John Lewis depicts a man learning to skateboard in order to make a connection with a child who will soon be joining his family. This touching story shows dedication and a willingness to take on new challenges for loved ones, creating an authentic and emotional holiday message.
Coca-Cola – “Real Magic” (2021)
Coca-Cola’s “Chimney” ad from the Real Magic campaign follows the story of a neighborhood community that works together to bring the Christmas spirit to the city by creating chimneys for Santa Claus. This spot captures a powerful message of togetherness and joy shared through holiday magic and unique atmosphere.
John Lewis – “Unexpected Guest” (2022)
The “Unexpected Guest” commercial by John Lewis presents the story of an alien who discovers the magic of Christmas through human friendship and the simple joys of the holiday season. The ad captivates with its atmosphere that highlights the beauty of shared moments and the view of Christmas through the eyes of someone new.
Christmas campaigns present a unique opportunity to build customers’ emotional attachment to a brand, and well-designed campaigns can not only drive sales but also strengthen trust and loyalty. In this article, we break down the key strategies that help brands engage audiences in the run-up to Christmas and leave a lasting positive impression. To take full advantage of this opportunity, start preparing well in advance – careful planning will allow you to better respond to current trends and create campaigns that truly touch your customers’ emotions.
The basis of a successful one is a creative idea and a well-prepared script or storyboard. Do not hesitate to contact us 🙂
