Annually, December marks a month-long shopping spree for majority of Americans. The holiday month tempts the most frugal consumer to empty their pockets in the name of giving. The spirit of exchanging gifts for holidays and in celebration of the new year readies Americans to spend (a lot) during the last month of the year. Brands compete to claim a chunk of the almost $1000 average Americans spend on holiday gifts. But with so many products and brands overwhelming consumers, how do brands stand out and profit off of excessive end of the year spending? The answer is simple: advertising. Ads are all around us, billboards, online, magazines, but to this day the most captivating and attention grabbing advertising comes in the form of television commercials. In fact, 60% of Americans think television commercials are the most entertaining type of advertising. We’ve all seen memorable ads, either good or bad, and ads that are so overdone you can’t even remember the brand. Especially during the holidays, advertisements tend to follow an unoriginal structure, most featuring families, Santa, or holiday feasts. Undoubtedly, the vastly outdated and cliched “Santa quietly placing the advertised product under the tree” commercial has got to go. Brands need to use both innovative technology and storytelling to associate their brand to welcome emotions in order to sell their products. Thankfully, much holiday season advertising features innovation and emotion, with some brands doing it better than others. Here’s our “Nice List” of brands that did it right and made us at LMS feel some type of way:
M&M
The Win: An original twist on a classic Christmas narrative
During the holiday season, brands like to incorporate Christmas characters, like the Clauses, Rudolph, or even some of Santa’s infamous elves, in their advertising. Unfortunately, most of these commercials miss the mark on combining their brand identity with the Christmas spirit… except this one. M&M extended their iconic 1996 holiday commercial of Yellow and Red M&M bumping into Santa on Christmas Eve into a well-executed, heartwarming plotline in which Yellow surprisingly manages to make Christmas even better. Elements of bravery, adventure, and togetherness were all highlighted in this 2017 commercial without diminishing the comedic archetype of the brand. Well done, M&M, you’ve done it again.
Apple
The Win: Captivating visual effects
Apple #nailedit this year, and I don’t think they used iMovie for the visual effects on this commercial (but I can double check). With no dialogue and no direct promotion of their products (although Apple music, AirPods, and Iphone were all featured), Apple turned imagination into reality through music, dance, and high-def visuals. Whether it be the slow motion pirouette or the 3D snowflakes falling across the screen or Sam Smith’s soothing voice, this ad featuring two strangers breaking into beautiful choreography in the street, encapsulated the viewer with a show rather than a storyline. The “move someone this holiday” slogan was flawlessly illustrated through the ad’s portrayal of romantic spontaneity. I don’t know about you, but it makes me want to slow dance with the next passerby I see.
Mercedes
The Win: Effortlessly relatable
Everyone has that one recurring holiday wish that they hope comes true throughout their lives. Well, Mercedes took that desire we can all relate to and furthered our dreams in an ad campaign for a car most of us can’t afford. But what’s successful about this commercial is that it looks past the price tag of a Mercedes and connects purchasing one to the fulfillment of that childhood dream we all have. The ad takes us through a man’s life, starting with him as a boy, through to him as a father. The dream of waking up to his ultimate Christmas present never dissolves with time and alas his wife finally gifts him the Mercedes he had been patiently waiting for his whole life. Everytime I open a present, the twinge of it being that one unattainable thing never disappears. Children and adults, men and women, all can put themselves in that man’s shoes. Who knew we could all so easily relate to a luxury car brand?
Microsoft
The Win: Animation with a message
Typically, animated elements in commercials serve the purpose of adding humor. Microsoft rewrote the rules and created a completely animated ad that was both sentimental and cathartic. With the use of quirky, imaginary characters, Microsoft sent a relevant message of inclusion without directly referencing the current issues in our world. Surprisingly, this political and humanitarian message doesn’t go against their branding of promoting creation. Rather “create a better world” seamlessly aligns their brand identity with their political standing. I’m not going to lie, this commercial had me teary eyed and motivated to engage in social activism. Go Microsoft for enacting change!
Walmart
The Win: Holiday hype through music
Walmart nixes the sentimental component of holiday advertising and focuses on solely the fun of the holidays. A montage of families on Christmas morning with no dialogue, coupled with the liveliest song out there, Tag Team’s “Whoomp! There it is,” make for an entertaining advertisement reminding us all of Christmas morning at our own homes. The smiles of the parents and children are so relatable for anyone giving or receiving presents during the holiday season. Walmart’s complete holiday campaign features a line of advertisements with the same focus on happiness and cheerful family time. The lighthearted commercials create excitement in viewers and the temptation to recreate the same joy in their own homes. I know I’ll be opening my presents with the same enthusiasm, perhaps with “Whoomp! There it is” playing in my head.
Other top contenders are Toys R Us’ ‘Naughty List is not an Option‘ campaign and their ode to nostalgia, as well as Sprite’s claymation Lebron James + DRAM rendition of The Most Wonderful (Thirstiest) Time of the Year. What ads stood out to you this year?
Interested in learning about how you can work with unique, innovative brands? Or, need help crafting your brand’s story in an authentic and groundbreaking way to influencers and consumers? LMS can help. Contact us at imgame@wearelms.com and check out our blog for more helpful tips.