Everyone loves a good Christmas TV advert and the warm fuzzy feeling they bring. Christmas ads, especially from big retailers in the food industry, have become somewhat of a highlight of Christmas TV, with people eager to see what clever concepts brands will harness to attract new and existing audiences to their brands.
And, while ads were inevitably more subdued this year – COVID having put a squeeze on marketing budgets and brands trying hard to judge the feeling of a tired, cautious nation – there were still some stand-out 2021 Christmas ads, with some drawing on household names.
From M&S bringing an animated Percy the Pig to life (for the very first time) to Tesco’s controversial ad which attracted more than 3,000 complaints, here is my take on the best 2021 Christmas ads.
- M&S: Percy Pig Comes to Life
M&S’s annual Christmas efforts are typically hit and miss, but its 2021 advert was a nice departure from its 2020 food focus that left many viewers feeling uninspired and lacklustre.
The creative team pulled out all the stops to craft an ad that hit the right notes, featuring the popular M&S character Percy Pig. Some big names were brought in, with Percy Pig voiced by Spider Man’s Tom Holland and the Christmas Tree fairy by comedian Dawn French.
During the ad, Percy the Pig explores some of the delights on offer at an M&S Foodhall, but thankfully doesn’t stumble upon the pigs in blankets! Following M&S’s legal dispute with Aldi over Colin the Caterpillar, Percy Pig felt like the safe character to bring to life in 2021.
- Tesco: This Christmas, Nothing’s Stopping Us
After nearly two years of lockdowns and restrictions, Tesco’s 2021 Christmas ad tapped into the fact that Brits were determined to celebrate Christmas with friends and families. The soundtrack, Queen’s “Don’t Stop Me Now,” provided the perfect uplifting backdrop to an advert that aptly captured the spirit of people’s determination to enjoy a Christmas filled with fun, good cheer, and laughter.
The creative tapped into key 2021 trending topics, from travel restrictions to empty shelves and quarantine requirements. But it wasn’t without controversy, with the ad garnering more than 3,000 complaints to the Advertising Standards Agency stating that the scene of Santa showing his Covid vaccination status to UK immigration officials encouraged medical discrimination. While the complaints only garnered even more publicity for Tesco at Christmas, it also highlights how advertisers must be cautious when tackling a sensitive and potentially divisive subject matter.
- McDonald’s: Are You Reindeer Ready?
Fast-food giant McDonald’s took a less upbeat approach to its 2021 Christmas ad, with some media reports stating that it had viewers in tears. The advert aimed to reawaken the child in each of us, showcasing the power of imagination with a young girl called Matilda sharing some of her McDonald’s Reindeer treats with her imaginary friend Iggy. However, as Matilda grows up, Iggy soon becomes a distant memory – that is, until she visits her local McDonald’s.
This advert was set to the festive rendition of Cindy Lauper’s hit song “Time After Time” by Mabel, with 10p from each download being donated to the food charity FoodShare – illustrating how Christmas ads can also be a force for good.
- Aldi: A Christmas Carrot
Drawing on inspiration from Charles Dicken’s classic novella “A Christmas Carol”, Aldi’s 2021 Christmas ad hit all the right notes, with the retailer’s tried and tested festive character, Kevin the Carrot, back in action – this time with Ebanana Scrooge.
Before the launch, Aldi released a teaser clip explaining why Scrooge grew up hating Christmas, demonstrating the power of storytelling across several pieces of content. Aldi’s 2021 Christmas added ended with the message, “for you to be happy, you need to be kind.” Perhaps an apt message for us all to take with us as we enter 2022.
What are you favourites from the Christmas period? Connect with me and share them on LinkedIn.