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‘Tis the Week of Tactical Ads



The&Partnership's Liz Oakley shares highlights from the week’s Christmas ads

‘Tis the Week of Tactical Ads
What’s that I hear? The satisfying thud of our November pay cheques landing in our laps. But not for long, because this week the retailers have ramped up the hard working sides of their Christmas campaigns. Because as lovely as the brand ads are, we still might need an extra little nudge to convert those warm Christmassy feelings into cold hard pressies under the tree. So, let’s take a look at some. 

Aldi – Desserts

In Aldi’s tactical campaign, Kevin’s still doing his carroty thing, weaving a story around products from Aldi’s Christmas range. It’s entertaining,  it’s integrated, it’s been well planned and well executed. And like all good advertising, they’re making an impact in the real world, with adults fighting in the aisles over cuddly Kevin toys, if the Daily Mail are to be believed. Hopefully they’re grabbing a few melting snowflake puddings while they brawl. 

Tesco - Drink

To be honest, this year’s brand ad isn’t to my taste, (I know, they’re not allowed to be seen spending too much money and they’re busy trying to claw back market share from Aldi and Lidl etc etc...) however, this little spot redeems them. It’s funny, well cast and has me adding booze to my virtual shopping cart right now. Hic.

International Committee of the Red Cross – The one gift Santa can’t deliver 

Talking of deliveries, this beautiful film from the International Red Cross stood out to me for all the right reasons. Put simply it’s Santa in a war zone which could have gone very wrong, but this feels real and gritty and Santa is perfectly cast. It’s a filmic epic and as beautiful a response ad as I’ve ever seen. Bravo.

Vodafone Portugal – Stepmother

Another brand tackling an important subject is Vodafone Portugal. Each Christmas they take on a big social issue and this year it’s step parents. The ad documents the emotional struggle of a teen and her new stepmom, from rebellion to acceptance. Not unfamiliar territory and the way the phone’s weaved in is a little manufactured but it’s probably the way a lot of teenagers would connect these days and I applaud them for doing something different.

Next week, it’s time to get animated…

Liz Oakley is senior creative at AllTogetherNow.
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The&Partnership, Fri, 30 Nov 2018 13:43:32 GMT