Burberry, Sainsbury's, Lidl, Great Ormond Street - Creative Hits & Misses of the Week

Sarah Moloney, managing director at KWT Global, discusses the campaigns she has and hasn’t liked from the past seven days.

Burberry, Sainsbury's, Lidl, Great Ormond Street - Creative Hits & Misses of the Week

Believe it or not, it’s that time of the year again. Household-favourite brands are flooding televisions and devices across Britain, flaunting some of the most creative Christmas ads yet. But this year, for the Tescos of the world, things look a little different. Whilst some brands maintained a level of Christmas cheer, others opted cautiously to capture the feelings of the nation. Here are my thoughts on the campaigns turning heads this week...

HITS

Sainsbury’s, ‘Gravy Song’

Probably the most controversial Christmas advert to date, Sainsbury’s heartwarming campaign seeks to showcase the importance of family. As PR professionals, we can’t help but pay ode to Sainsbury’s community management team who maintained a well-balanced approach even through turbulent times for the brand on Twitter, standing by the brand’s approach, which really was innocent at heart. And while we’re here, we have to thank a Sainsbury’s Twitter supporter for reminding us that Aldi’s campaign features a family of carrots...

Burberry, 'Singing in the Rain'

The luxury British label has taken a refreshing approach to its holiday campaign this year, modernising the iconic 'Singing in the Rain' scene. And the brand went much further than just a stunning creative. Burberry teamed up with footballer Marcus Rashford to finance a series of British youth centres seeking to combat child hunger and poverty.

I particularly like the modest approach the heritage label has taken, reflecting on the challenging times of today, which makes it stand far apart from most other Christmas adverts. Filmed on Petticoat Lane, a London street ironically known for its Burberry knock-offs, the video is youthful in tone. It’s just what we all needed to lead us into the final chapter of this year.

Great Ormond Street Hospital, 'Home for Christmas'

Perhaps one of the most heart-warming and inherently powerful campaigns to launch this season, Home for Christmas is an animated short film based on real patients and staff at the hospital. The video brings much needed awareness to the outstanding efforts of our front-line workers, who do everything in their power to unite children with their families over the holidays, and to the often challenging journey patients must make from hospital to home year-round. A tearful ending indeed with an even stronger call to action, this is a well overdue look at the sacrifices our healthcare professionals make each and every day to make Britain a happier and healthier place. One to share around if you haven’t already!

MISS

Lidl launches first Christmas jumper

Oh Lidl, I’m not sure I can get on board with this one. There is no hiding that everyone loves a Christmas jumper, but for a brand first, I would have loved to see something a little more innovative in a year when Brits need it most. Lidl’s Christmas advert also surprised viewers with a tongue-in-cheek approach, poking fun at other retailer adverts who took a softer route. I only wish it had sprinkled some festive kindness along with its efforts this year, but perhaps it’s one for 2021.


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